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PANERAI FLAGSHIP STORES
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LOCATION
MILAN / PARIS
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DESIGN MILAN
ARCHITECTURE Locatelli Partners
MEP PGS Ingegneria
LIGHTING D'Alesio e Santoro
DESIGN PARIS
ARCHITECTURE A26 Igloo
STRUCTURE Alpha Structure
MEP DESIGN Echo Energies Solutions
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RATING SYSTEM
LEED v4 ID+C for CI
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SERVICES
LEED Assessment - Objective Gold
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PHOTOGRAPHS
Architectural rendering
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YEAR
2022
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TAGS
#brand #luxury #boutique #retail #park
#avant-garde #design #elegance
In the heart of a city rich in history, art and culture, Panerai strengthens its presence with a new boutique in the prestigious Quadrilatero della Moda of Milan. Right in the lively centre of via Montenapoleone, the universe of the Maison develops into a bright and welcoming space of 160 square meters. The embodiment of a high customer experience, the warmth and familiarity of Italian hospitality that penetrates through the walls of the boutique, welcoming visitors with a friendly and comfortable atmosphere. Incorporating the typical influences of the contemporary city, the design reflects the atmosphere of a living room in Milan with unmistakable classic design elements including white plaster finish, mouldings, frames and minimalist lighting details for the ceiling. These features blend with the aesthetics of Panerai to highlight the brand’s key pillars: Italian design, the world of the sea, experience and technology. From the outside, the bold and distinctive Panerai logo syncs with the large transparent windows, while the iconic luminescent clock greets visitors at the entrance: it is an unmistakable nod to the brand’s DNA, underlining the theme of luminescence. A central LED wall with an attractive and modern design enhances the immersive atmosphere of the boutique.
This feature amplifies the in-store experience and at the same time draws attention from outside. The LED wall, an integral indoor and outdoor part of the boutique, acts as a beacon and visually guides customers in the world of Panerai. The ground floor of the boutique welcomes guests thanks to the collections harmoniously displayed along the walls, on the counter and on the tower cabinets made of dark wood and green, blue or black marble. Going up to the first floor, the impact of the timeline design function is immediately evident as the visitor enjoy the lounge area. The first floor is a luxurious area equipped with low tables, armchairs, a bar and a counter. In the heart of this floor is the Bar, an area where you can relax with a coffee or a drink, but also an additional space to show and sell Panerai creations. The furniture of the entire boutique aims to strengthen the brand’s link with Italian design; among the various elements, stands out the exclusive reproduction of the Pavone chandelier by Gio Ponti, which towers above the bar counter.
In a historic mid-19th century building, Panerai unveils its new Casa Panerai located in the heart of Paris along the Avenue Des Champs Elysées. Drawing inspiration from both French baroque elements and clean and essential lines typical of Italian rationalism, the new boutique reflects the city’s emblematic charm with its old-style mouldings and classic Parisian façade, keeping intact the spirit of the original architectural details. A renovation project steeped in restoration that enhances the soul of the space. At the heart of this initiative there is a deep respect for craftsmanship, a commitment that is reflected in every aspect of the design of the boutique. The Parisian store, the largest in France, extends over 200 square meters. The design team has created a space that goes beyond simple shopping: a home for Panerai customers and those who wish to learn more about the Maison. Here, everyone is a special guest, entering into a living narrative that showcases the rich history of Panerai through a 360-degree experience. The goal is to make everyone feel at home, deeply connected to the history of the brand, blending tradition and innovation. In this open space, the Italian Bar is a dedicated area that serves as a cafeteria as well as being an homage to the Italian tradition of aperitif.
From the moment customers enter the boutique, they are greeted at reception, making each visitor’s experience personalized. Guests are then escorted to one of five exclusive suites, designed to offer an in-depth experience of the Panerai world, including a dedicated area for smaller models, characterized by soft and rounded furniture with walls covered in variegated blue resin handcrafted that evokes the kaleidoscopic shades of the sea. There is also the iconic luminescent watch, a fully functional timepiece that takes up the timeless theme of Panerai’s luminescence. The large LED wall, which extends over two floors and enriches the experience within the store, enhances the immersive environment of the boutique. Every detail, including the restored mouldings and materials used throughout the boutique, has been carefully selected to pay homage to the spirit of the building. This is particularly clear in the details of the carefully restored staircase.