Apple store Piazza Liberty

Apple opens a new flagship in Milan located inside Piazza Liberty. The store uses two elements that recall the most used in Italian squares, water and stone. The stone is a local Lombard stone, Beola Grigia, carefully selected and finished by hand. Even the aquatic part is inspired by the classic Italian fountains: the upper fountain is spread over 2 levels and consists of 56 water jets that reach almost 8 meters. According to Apple, the visitor will have the sensation of walking through 2 walls of water. The location brings Apple’s new retail store design for the first time in Italy. Designed by Foster + Partners and located on the former site of the Apollo Spazio Cinema, the Milan store is one of the more ambitious architectural undertakings among Apple Store locations. Apple more than a store wants to offer the classic theme of the experience store with many tables on which the products are exposed and where the clerks can offer assistance for configuration or use. The location is very organic, natural, even discreet and it seems that this space, like the others Apple (over 500 worldwide) has been created more than to sell gadgets, to witness a vision of the world, a vision of an elegant technology, easy to use, environmentally friendly and inclusive of all differences and nuances. The most beautiful part of the new Apple Store Liberty is perhaps the "Forum": Apple wanted to pay homage to the location of the former Apollo cinema by installing a mega screen of 32 square meters that looks like a cinema. With armchairs and sofas, the Forum hosts "Today at Apple", free seminars on topics ranging from photography to video, from music to coding, from art to design.

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