Apple’s Milan Flagship Mixes Retail With Community Space
The site-specific location weaves itself into the city's architectural and cultural traditions while also providing events and in-store experiences to elevate the retail space
Apple has advanced its vision of a retail store as gathering place with the opening of a new flagship in Milan, Italy. At first look, the store itself is a small and discrete part of a completely revitalized piazza adjacent to one of Milan’s busiest pedestrian streets.
Designed by Foster + Partners, it’s a modern take on the historic piazza material ingredients of stone and water. The main feature is a new public amphitheater meant to be a place for locals and tourists alike to congregate and relax. The outdoor area is open to the public 24-hours a day and will serve as a venue for free concerts and performances.
In place of a traditional storefront, Apple’s Piazza Liberty store is located underground. Serving as a focal point and nod to the traditional piazza fountain is a glass enclosed water feature that doubles as the store entrance. Visitors access the store by a staircase that splits the fountain giving the effect of passing through a tunnel of cascading water.
Apple Piazza Liberty will host its own version of Today at Apple, the daily public educational and creativity sessions that are based around the use of Apple products. To mark the opening of the store, Apple will host a Milan Series spanning the month of September 2018. The program will include presentations from 21 local artists talking about its vision of Milan’s creative future.
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