Brioni Boutique in the China World Mall, Beijing

Good news for jet setting fans of the world renown Brioni suit—for the first time ever, they’re going to the Middle East, with a princely 984 square foot, two story boutique in Riyadh, Saudi Arabia.  And they’ve also just opened their largest boutique in China in Beijing’s exclusive China World Mall. The boutiques were designed to reflect Brioni’s new store design concept—rolled out earlier this year—and consists of a modern blend between tradition and innovation, incorporating contemporary furniture and materials such as lacquer, brass and bronze. Which has us dreaming of lavish things like a Brioni Boutique Hotel (please) or even a gentlemen’s club. Anyway…in addition to carrying the full ready-to-wear and accessory lines, these stores will also offer the full SU MISURA experience – Brioni’s famed Made-To-Measure service – Check out our interview with chief Master Tailor Angelo Petrucci here. And, more images of Brioni’s handsome new spots after the jump.

Angelo Petrucci

Angelo Petrucci, Chief Master Tailor of Brioni, is as smooth a talker as he is a tailor.  From the moment he walks into the room, he oozes with a special brand of charm refined over twenty-five years working with the company, beginning in 1985 as a student in the Brioni Tailor School, “Nazareno Fonticoli.”  Petrucci, along with his exceptionally tailored suit, (gray on this particular day, though we’re sure his closet offers much by way of variety), brims with an infectious enthusiasm at the mere mention of the art of tailoring.  He’s a sharp-witted ambassador to the company, trained on every detail from the history to the two hundred and twenty steps it takes to create a made-to-measure suit.  With little nudge, however, the formality quickly fades and Petrucci’s a total ham, talking about President’s he’s skyped with or sharing details of how he won over the James Bond franchise many years ago.  We sat down with Petrucci to learn more about Brioni’s ultra-exclusive Made-to-Measure program, but what transpired was a much more expansive conversation with a man whose perfect day involves waking up and going… to work.  The suits might be expertly crafted, but it’s this classic, not to mention highly refined, salesman that makes Brioni a place where, as Petrucci puts it, “everything is possible.” (Interview after the jump)

The Brioni Spring/Summer 2013 is a lifestyle, though light in mood is hardly light in substance. It has been crafted to be worn by the kind of men whoo have a certain influence on the world—you might call them movers and shakers—when they’re off the clock. In true Brioni tradition, color is predominant in the collection. Fire engine red, ochre, sun and mustard yellows evoke the Tuscan countryside in summertime. Refreshing water colors from aqua to ocean blue, compliment the contrasting shades in the leisurewear; the formalwear includes dinner jackets in metallic-like colors from teal blue to rasberry red. Stand out pieces include the “Jardigan,” a modern interpretation of a mid-50′s archival Brioni, made of fine wool crepe. Also the “couture” treatment to their denim – a combo of blue and white linen fashioned into a slim, two-buttoned suit. The presentation featured a mix of models and cross-generational “real men”, who elegantly embodied Brioni’s unique tailoring expertise and modern aesthetic in the lush gardens of Milan’s La Triennale for an outdoor live presentation on Monday June 25.