Apple reveals its plans for a flagship retail store in Milan, where you walk through a fountain to enter
It was back in January that we first heard that Apple was planning a new flagship retail store in Milan, Italy, with an outdoor amphitheater – and the company has now confirmed those plans.
It will be a square full of ideas. We are incredibly happy to be in the center of Milan, a town that for centuries combines creativity and innovation. In the coming months we will work to give you a new Liberty Square: an open space for everyone to take a break, meet with friends, discover new interests.
The store will sit beneath the amphitheater, and you’ll enter it using a staircase that descends through the middle of a fountain …
The store is there but you do not see it. Thanks to an original architectural solution, it is hidden beneath the cozy outdoor amphitheater. It will be the perfect place to share your passions, discover new ones and deepen your skills.
You enter the store passing through two tall walls of water forming a great fountain, a tribute to traditional Italian squares.
The store will be named Apple Piazza Liberty and will be located at Piazza del Liberty, 1–20121 Milano. Apple is reportedly paying the city around €768k ($843k) to cover the cost of reconstructing the square after the store is completed, as well as an annual rent of €127k ($140k) for the use of the square. The opening date has not yet been announced.
This is the first store I’ve seen that really makes sense of the idea of Apple Store becoming a new place to meet friends. With usually crowded interiors and no tea or coffee, that aspect of the Today at Apple initiative seemed a bit of a stretch, but where the roof of your store is a piazza, the idea clearly works. Apple is also expanding both the scope and the profile of its workshop program.
Apple has been rather active on the retail store front of late, removing the iconic glass cube at NYC’s 5th Avenue store as part of a major development, preparing to open its first store in Singapore, revealing plans for a Carnegie Library store in DC and ensuring that older stores unsuitable for a complete makeover don’t get completely left out.
Check out a couple more photos below.