Stores & Opticians | June 18, 2019

Persol – A new temporary store

A new 100 square metre space in Milan celebrates the Persol way of life

words Editorial Staff

In expectation of the launch of the New Persol Concept Store, a Temporary Store opened last saturday in Via Fiori Chiari 16, in Brera district in Milan. The shop will remain open for one month, offering the opportunity to visit the venue of this New Concept Store, while the permanent store will be open in September. Designed by David Chipperfield Architects Milan this new 100 square metre space represents a contemporary expression of the Persol way of life.

The Temporary Store is a series of consecutive spaces deprived of the previous superstructures and left unfinished, revealing the original flooring and ceiling as well as a granite column in the middle of the main room. A table that runs sinuously along the perimeter of the spaces offers a display for the products. A series of lamps suspended on tracks guarantees high-performance lighting of both the space and products. The idea behind the Temporary Store is to communicate the character of a Site undergoing renovation: the Old, represented by the exposed Architectural elements; the New, represented by the added Furnishing elements, reflecting the antithesis between tradition and innovation that is an essential part of Persol’s DNA. And there is also another surprise: only in this store you can find the most iconic model of Persol, the 714, engraved with Brera on the inside temple.