Brioni’s London flagship store occupies a Grade II-listed townhouse on Bruton Street in Mayfair, first built in 1736. The floor-by-floor restoration was guided by the idea of a well-travelled Roman collector’s London residence, the classical English architecture providing a frame and a foil for 20th-century Italian design.

Timed with a wider brand refresh of Brioni, aimed at celebrating the Roman tailoring house’s heritage, the P. Joseph design distilled this sentiment by first peeling back layers of alterations to reveal the architectural clarity of the building’s spaces and façade. Details redolent of Italian design were then introduced, from Siena marble to rationalist screen doors, poised against the Georgian envelope.

The interiors are guided by a spirit of collecting, animated by carefully sourced pieces — among them, original designs from the archive of Genoese textile firm Manifattura Italiana Tappeti Artistici (MITA). Active between 1926 and 1976, MITA produced hand-knotted carpets and tapestries with leading twentieth-century artists and architects, including Gio Ponti, Tomaso Buzzi, Paolo Buffa, and Emilio Lancia.

For Brioni London, P. Joseph re-editioned a selection of MITA’s designs as bespoke screens and carpets, weaving together two legacies of Italian excellence. The collaboration underscores Brioni’s heritage, founded in 1945, and its enduring commitment to craftsmanship, artistry, and timeless style — framing the brand’s tradition of making within a wider story of Italian design culture.

Solid Scottish elm joinery and original furniture spanning the 20th-century heyday of Italian design are balanced to lend both tactility and permanence, creating an atmosphere much closer in feeling to a private residence than a retail space.