It is now official, the first Apple Store in Milan – Apple Piazza Liberty – is set to open in the eponymous square on 26 July 2018. What we already know is that the entire project goes way beyond the simple inauguration of a store, but is set to give a new life – and obviously look – to the highly-central Piazza del Liberty.
The project curated by architect Norman Foster from Foster and Partners architecture studio, indeed, features an 8-metre glass parallelepiped covered with running water (as a tribute to the city and its Navigli waterways) nestling the whole Apple universe in its interior, located of the spaces that formerly hosted the Apollo Cinema. The store is there but is not visible from the outside as it lies underneath the pavement, connected to the outside area by a long staircase, open to the public 24/24.
Besides the signature sales area where all products – from iPhones to iMacs, iPods, Apple Warch and other smart solutions – can be seen, touched by hand and experienced, at Apple Piazza Liberty guests can find the Genius bar, where they can ask for expert advice, Genius Grove, where they can have their Apple products fixed and for technical assistance and the new Forum, an exclusive area dedicated to events.
“We are incredibly happy to be located in the centre of Milan, a city that has conjured up creativity and innovation for centuries. In these months we are working to provide you with a new Piazza Liberty, a modern amphitheatre which is always open, where everyone can take a break, meet friends and discover new interests.”
Angela Ahrendts, Senior Vice-President Sales Apple Inc.