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Discussion Starter #1 (Edited)
MILAN | Apple Piazza Liberty


Apple Piazza 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 public events of cultural significance will be held, 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 8 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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Discussion Starter #4 (Edited)
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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Discussion Starter #5
Project is now in the construction site set up phase.





urbanfile
 

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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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Discussion Starter #9
Looks like Apple hates SSC :lol:





 
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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/apple-store-liberty-square-milan-italy-soon/
 
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Discussion Starter #15
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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Discussion Starter #16
What they are doing inside that box is still a secret... :D

 

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Discussion Starter #19 (Edited)
Updates :banana:

The 8-meters-tall glass box. The logo is placed on the short side.


We can also see that pools will surround the glass box to guarantee the waterfall effect. A "gate" will permit visitors to enter into the glass box, take the elevator and reach the store.


The long side of the glass box will serve as screen for movies and cultural events. Entrance doors are placed below the ground.


The steps/open-air arena leading to the store.






The space behind the steps.

 
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