After months of waiting, the new Apple Store in the center of Milan was inaugurated on July 26th. For the metropolis this is a particularly important event, considering that the one in Piazza Liberty is the first Italian “flagship store”, the term by which the Cupertino company indicates its most prestigious and representative stores.
For Italy, where the Californian company already has 16 points of sale, it is an important recognition: Apple chooses to focus on the “Italia” brand, which has always been associated with style and with new trends in fashion and lifestyle.
The Apple Store in Milan certainly does not go unnoticed. The shop, designed by the British architect Norman Forest, is located a few steps from the Duomo and Corso Vittorio Emanuele, the beating heart of Milanese shopping. The Apple Store in Milan finds space next to the shops of the most famous Italian brands, protagonists of a story made of creativity, elegance, craftsmanship and passion for style.
For the new Milan store, Apple was inspired, as always, by the minimalism that distinguishes the image of its products. From an architectural point of view, the large glass parallelepiped stands out, “surrounded” by a fountain that creates a cascade effect along the windows. A large Apple logo surmounts the entrance to the store, located underground in the premises of a former cinema. Outside there is a large staircase, designed as a meeting point and as a new place in the city to live, perhaps on the occasion of one of the many events organized by the Tim Cook company.
As always happens when there is a presentation of an Apple news, the inauguration of the Apple Store in Milan has sparked the curiosity of the fans. Thousands of people gathered in Liberty Square and waited for the shop to open all night long.
Inside, the Apple Store in Milan resumed in all respects the organization of the other stores: minimal style and a single large room that houses large wooden tables on which the products are exposed. The trees positioned on the sides of the room mark an element of continuity between the inside and the outside of the structure.
The Californian brand explained that the new Milan store will have a function that will go beyond simple commercial objectives. Apple aims to involve citizens in a series of creative events related to music, photography, cinema and more. An example? For the initiative “What will you do tomorrow Milan?” The company has asked artists and designers to imagine the future of the city.
For a reality like Meridio – who works with straps for Apple Watches with made in Italy desing- the inauguration of the new Apple Store in Milan has great significance. With the search for the best leather for the straps and the continuous evolution of Italian style and craftsmanship for such a high-tech accessory as the Apple Watch, Meridio is proud to have been present at the opening of the Apple flagship store in Milan with Serena Sertore who has created a video reportage for us.
