Audemars Piguet Opens AP Area Retail Salon at Milan’s Storage Traversi

MILAN — Audemars Piguet’s AP Area idea goes again to the month, because the Swiss watchmaker has unveiled a unutilized dimension in Milan, town the place the idea that was once first presented in 2017.

Phase retail dimension, phase salon similar to a tony condo or space, the AP House Milano has relocated to central By the use of Bagutta within the Blonde Triangle luxurious buying groceries district within Storage Traversi, a just lately made over former parking accumulation and an untouched instance of Rationalist structure designed via Giuseppe De Min in 1939.

Louis Vuitton has been a tenant of the dimension’s first 3 flooring since 2022, when renovation paintings for its flagship on within reach By the use of Montenapoleone kicked off.

The high-end watchmaker has taken over 17,222 sq. ft around the development’s 5th thru 9th flooring attached by the use of a spiral staircase, conscripting Milan– and Pristine York-based architectural company Lissoni & Companions to design the areas. AP Area was once in the past positioned on within reach By the use of Verri.

“The new AP House Milano brings a fresh and forward-thinking perspective to the initial AP House concept that started in Milan in 2017. It is an honor to open our new location in such a prestigious and iconic setting as the Garage Traversi, a location which reflects Audemars Piguet‘s commitment to preserving and highlighting the local savoir faire, past and present,” mentioned Andrea Cardillo, Audemars Piguet Italy nation normal supervisor.

The design company took cues from Audemars Piguet’s house area, Switzerland’s Vallée de Joux, arising with an eclectic mixture of fabrics — from log and glass, juxtaposed within the front corridor to manufacture distinction, to steel — and echoing one of the most corporate’s signature emblem identification codes, together with the guilloché motif that debuted with the Royal Oak attend to in 1972 and right here showing as a graceful flooring pronunciation at the 5th flooring.

In sync with the AP Area idea, Milan’s outpost is marked via grand areas and swish interiors with high-end furnishings via masters of Italian design together with Osvaldo Borsani, Franco Albini, Ettore Sottsass, Vico Magistretti and Achille Castiglioni. Along with a front room dimension supposed for each current shoppers and attainable consumers, the positioning options an exhibition flooring showing recent and heritage timepieces, in addition to an inspection and buyer aid branch the place guests can see watchmakers at paintings.

The unit is crowned via a rooftop overlooking Milan’s skyline.

“Audemars Piguet gave me the alphabet of the project, outlining its various facets to imagine a hybrid space that could be at once a home and a club, a place to read books and enjoy culture and food. A place to discover watches, but not always and not only. Above all, a place inspired by Milan and its history. It is with this narrative in mind that I began to design this project,” mentioned Piero Lissoni, the architect and fashion designer who based the Lissoni & Companions company.

Boasting works of art lent via the Francesca Minini Gallery putting at the partitions and a piano and vinyl station, the watchmaker’s cross-industry AP Area idea is complemented in Milan via a digital fact enjoy named “The Clockwork Forest” and advanced in partnership with tech corporate Dreamscape Immersive.

The unutilized AP Area Milano marks the nineteenth outpost opened over the time seven years. Alternative homes are positioned in Amsterdam, Bangkok, Barcelona, Hong Kong, London, Los Angeles, Madrid, Munich, Pristine York, Shanghai, Tel Aviv, Tokyo and Zurich.