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Old January 14th, 2017, 03:32 PM   #1
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MILAN | Apple Piazza del Liberty


Apple Piazza del Liberty
M I L A N


It is not the first official store that opens in Milan, but Apple Piazza del Liberty is expected to be "one of the most innovative and technological Apple Stores in the world". It is characterized by a strong iconicity and unify the technological innovation with Italian culture and Milan's glamour. "The store is a symbol of appreciation of Italian culture" said Apple CEO, Tim Cook, in an interview with Corriere della Sera. Located not so far from famous Milan's Cathedral, the store was designed by archistar Norman Foster.


The location will include an above-ground amphitheater (capacity up to 300 people) where Apple plans to host public events of cultural significance, in memory of the historical Apollo Spazio Cinema. The amphitheater will "represent the heart of the square".


The store entrance should be facilitated by a wide flight of steps, so large that will occupy almost the entire width of the plaza. The steps will lead visitors up to 3.24 metres below ground level. It will be impossible for passersby not to notice the shop and not be attracted to get off. An elevator will be included at the plaza level to ensure the store is fully accessible.

The scenic effect will be made even more important with the installation of a 7 meters crystal block (with an inner staircase): the so-called "The Gate" is surrounded by two pools with choreographed water feature. A large glass screen made from a waterfall will mark the main entrance to the store.


The project already got the green light from Milan City Council, and the US hi-tech giant hopes to break the ground soon. Construction work should take one year.
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Old January 14th, 2017, 03:33 PM   #2
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photo credit: urbanfile
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Old January 15th, 2017, 05:12 PM   #3
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Awesome, but the plaza looks tiny for such project...
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Old January 15th, 2017, 06:59 PM   #4
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Yeah, there are more large plazas for sure. But I think that Apple has chosen Piazza del Liberty because they want a primary location: it is so close with the Cathedral, the Gallery, and Corso Vittorio Emanuele II shopping street.
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Old February 24th, 2017, 02:35 AM   #5
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Project is now in the construction site set up phase.





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Old February 25th, 2017, 12:52 AM   #6
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Old April 9th, 2017, 05:16 PM   #7
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Old April 16th, 2017, 07:19 AM   #8
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The water fountain is going to spice things up a lot in that square. I hope it is properly installed because it is the defining feature of the design.
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Old May 5th, 2017, 01:22 AM   #9
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Looks like Apple hates SSC





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Old May 16th, 2017, 01:35 AM   #10
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Finally, we have new high quality renders












https://www.apple.com/it/retail/piazzaliberty/
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Old May 16th, 2017, 01:36 AM   #11
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As revealed in city planning documents earlier this year, the store will be located entirely below the outdoor amphitheater. The sales floor will be accessible by walking down a staircase situated between two waterfalls that form part of the larger fountain. There will also be an elevator available.

Apple is developing the store in partnership with architecture firm Foster and Partners, who have helped design many of the company's most significant retail spaces around the world and its new Apple Park headquarters.

Apple's retail chief Angela Ahrendts wants Apple Stores to be more of community gathering places, rather than just a place to buy the latest iPhone or iPad. As part of those plans, Apple Piazza Liberty will be an open space for all to "have a break, be with friends, and discover new interests."

The store will feature Apple's next-generation retail design with indoor trees and a large screen for "Today at Apple" sessions and other events.

https://www.macrumors.com/2017/05/15...an-italy-soon/
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Old May 16th, 2017, 01:37 AM   #12
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http://milano.repubblica.it/cronaca/.../?ref=fbplmi#1
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Old August 14th, 2017, 01:27 PM   #13
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http://www.scl-ingegneria.it/project/040_AppleMI.html
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Old August 19th, 2017, 03:41 PM   #14
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impressive.
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Old September 12th, 2017, 11:19 PM   #15
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Speaking at Apple's highly anticipated press event, Angela Ahrendts, the company's retail guru, said that Milan's new store will open in early 2018.

Here another render

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