In expectation of the launch of the New Persol Concept Store, a Temporary Store will beopening from June 15th for one month, offering the opportunity to visit the venue of this New Concept Store.

In September, Persol will be opening a long-awaited Concept Store in Europe, in the historic centre of Milan, 100 miles from where the brand’s first pair of glasses was crafted just over 100 years ago in Turin. This new 100 square metre Concept Store, designed by David Chipperfield Architects Milan, will represent a contemporary expression of the Persol way of life. A highly anticipated counterpart to the other Persol store in Rodeo Drive in LA, the space will be opening at Via Fiori Chiari 16, in Milan’s Brera district. With its cobbled streets, chic cafes, fortune tellers and secret courtyards, Brera encapsulates the quintessential Italian life. Home to the Palazzo Brera, where the Accademia di Brera and the city’s main public art gallery, the Pinacoteca di Brera, can be found, it is also where the city’s history and cognoscenti come together.

Since that first pair of Persol glasses with their state-of-the-art lenses was created in Turin for the Airforce, a few things have changed. Persol is still synonymous with exquisite materials and precise artisanal Italian craftsmanship. But it has also become shorthand for an authentic, independent attitude and contemporary way of being. This New Concept Store opening in September is an experiential transmission of that very story.

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.

The event

Last night, Persol celebrated the anticipated opening of the brand’s first temporary store in Europe with a cocktail event during Milan Fashion Week Men’s.

More than 300 attendees entered the venue of the temporary store, amongst A-list Italian and international editors, influencers, celebrities and key opinion leaders. Notable guests, among many others, included Lucky Blue Smith, Alton Mason, Richard Biedul, Johannes Huebl and Italian actors as Elio Germano, Lorenzo Richelmy, Sara Serraiocco, Francesco Montanari and Andrea DeLogu. Riccardo Pozzoli took over Persol’s Instagram account for the night while Joan Thiele performed.

A highly anticipated counterpart to the other Persol store in Rodeo Drive in LA, the space, designed by David Chipperfield Architects, is located in the heart of Milan’s Brera district, in Via Fiori Chiari 16 and will remain open to the public for about one month prior to the official opening of the final concept store in September.

The most iconic model of Persol, the 714, is engraved with Brera on the inside temple will be sold exclusively at this Milan location.


The folding version of the famous 649, was made famous by Steve McQueen, who wore it in films like “Thomas Crown Affair” and also in private life. The model was created in 1963 and was the first pair of sunglasses that could be folded into four; it has a frame in handcrafted acetate and temples featuring the brand’s signature Meflecto and the Suprema Arrow. Quickly becoming a cult object, the 714 continues to write its own legend with an ultra-limited edition – 50 pieces in total – which bears the ‘Brera’ signature inside the left temple.

The model is available in the following combinations: black with grey Polar lenses and havana with blue Polar lenses, the model was created to celebrate the opening of the Persol temporary store in via Brera, the only retail outlet in the world authorized for the sale of this edition.