A few kilometers from its home city of Turin, in the beating heart of Milan, Europe’s first Persol concept store could only have debuted in Brera, the iconic district for art, fashion, and style, at via Fiori Chiari, 16.

The store’s one thousand square feet proudly display the brand’s love for refined materials and the master craftsmanship behind every pair of glasses, without ever neglecting attention to authenticity and contemporary style.

The basic idea was to reveal the authentic architecture of the site chosen to host the Persol concept store via a process of recovering the building’s existing embedded features, rather than hiding them with new ones, thus creating a link between the store and the neighborhood, and between the essence of the brand and the soul of Milan.