Saturday, 21 June 2014

Brioni Launches Innovative Made To Measure Technology At New Milan Flagship


Brioni, the most prestigious luxury menswear couture house, will unveil Brioni Miror* an innovative and revolutionary new digital system that brings together a cutting-edge 3D technology and the art of Su Misura tailoring.

Creating a magical and intimate selling ceremony that channels a gentleman’s club, Brioni Miror melds digital and real life experiences. Not only does the undertaking project Brioni into the future, but it further elevates the far-sighted shrewdness that has characterized the company from the onstart, allowing the brand to expand globally. The hidden technology behind the project, in fact, is an unexplored evolution in the digital world, one that provides a new multi-channel delivery system for the fashion world.

The project is articulated in three phases where the first one is the virtual look, followed by the possibility to build a virtual multi-purpose wardrobe scheduled for 2015-2016 while the last step, slated for 2017, will allow the client to look at himself in the mirror wearing an endless combination of Brioni’s garments. The digital system grants an incredibly high definition of the fabrics, colors, patterns and weaves.

In the beginning, Brioni Miror will consist of a virtual look, initially projected in the mirror of Brioni’s Milan and Rome boutiques, followed by a worldwide roll-out in directly-operated stores by 2015, that will digitally simulate for the client any combination of look, fabric, color and accessory offered by the Su Misura, or made to measure service.

Besides stimulating new ideas, styling choices and mixing-and-matching abilities, Brioni Miror opens a new design process for the company. The tailor and trained sales representatives assisting the client boast a fully-rounded selling experience to support the client as he browses through the endless creativity offered by Brioni to build his multi-occasion lifestyle.

The ultimate in client service, Brioni Miror overcomes geographical barriers in a global market, as well as physical limits and time restrictions. Choosing and matching a Su Misura look requires time, considering the selection of 1500 fabrics and up to 8 million styling combinations. With Brioni Miror, the client can follow and finalize the making of process in any boutique Brioni.

Francesco Pesci, Brioni Chief Executive Officer, declared: “This project develops the bond between Brioni’s sartorial techniques and avant-garde technology in a revolutionary manner, allowing the brand to once again establish itself as a pioneer of innovation in the luxurygoods sector.”

*The name Miror (pronounced mirror) is derived from the Latin word Miror meaning to marvel at or admire. This refers not only to the function of Brioni Miror itself but also to the client experience. With Brioni Miror, clients can virtually step through the looking glass into the world of Brioni.

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