Introduction

Center of gravity and crossroads of fashion and design on a global level, Milan welcomes the new AP House created by the Audemars Piguet Replica Watches manufacturer in the heart of Milanese fashion, a stone’s throw from Via Monte Napoleone where, until recently, the Swiss brand was present with a single-brand boutique and, in nearby Via Pietro Verri, had established its Italian headquarters.

The AP House changes the paradigm of communication and experience by introducing an innovative and cutting-edge concept, which marks an epochal leap compared to direct competition.

The former Garage Traversi is at the center of the project

In service from 1939 to 2003, the Traversi Garage was among the poster children of the functional architectural evolution of Milan and Italy, playing the role of the first multi-storey car park in the city equipped with lifts to move cars.

The building, after having fulfilled this role for sixty-four years, was entirely renovated and its function rethought and adapted to the luxury context in which it is inserted.

All the activities of the Italian branch have thus been moved from Via Verri and Monte Napoleone to the new building where the contact experience between user and Audemars Piguet reaches a new dimension.

We now immerse ourselves in the history and exclusivity of the brand by experiencing an experience whose level was previously unknown. The project exceeds everything we are used to in the retail sector and beyond in terms of expectations and vision.

A new model of interaction between customer and brand

Although it represents a place where the operational functions of Audemars Piguet Italia will be merged, it is interesting, from the perspective of the end customer, the way in which the brand has reconfigured contact with current and potential customers.

In the last two years we have witnessed a process of evolution of the boutiques, directly experiencing the transformation of those present along Via Monte Napoleone. The latter have evolved significantly compared to the original formula. However, what Audemars Piguet has thought and built is outside of any potential attempt at benchmarking.

Lissoni & Partners for the new AP House

Audemars Piguet relied on the prestigious studio to meet the brand’s needs, setting up dedicated spaces that occupy the fifth to ninth floors of the building. The environments are imbued with minimalism and original rationalism. They are mixed with AP heritage elements such as the Petite and the Grand Tapisserie, which are repeated regularly and in different forms on this journey.

The floors are connected to each other by spiral staircases. Net of the interpretation offered by the studio, the construction reflects the desire to bring the vision of the Audemars Piguet manufacture and museum to Italy.

Particularly interesting is the floor dedicated to the universe of watches. Here, some historical references arranged inside displays (on the walls and in the center of the room) alternate with the latest product innovations.

It felt like we were embarking on a journey through time; from this point of view the AP House represents a taste of manufacturing. It seems anything but a classic boutique: the experience far surpasses the simple purchase of a watch.

By condensing the activities in a single place, the AP House also provides a floor dedicated to service activities with the watchmakers at work. Finally, the top floor boasts a panoramic roof with a 360-degree view of the Milan skyline.