Apple Piazza Liberty Store Opens in Milan, Italy
Last fall, the world was introduced to Apple’s concept of retail “town squares.” The company had officially dropped the word “Store” from its retail naming convention and instead decided to focus on creating more community-driven experiences that leverage “Today at Apple” programming and unique designs to drive traffic and ultimately sales. The first Town Square-driven store opened not long after the fall keynote in Chicago, demonstrating Apple’s forward-thinking design concepts, building a store underneath and around a set of theater-styled steps.
On Thursday, the next iteration of that Town Square store concept was unveiled in Milan, Italy. Apple Piazza Liberty officially opened to the public and again demonstrated the company’s unique, design-driven retail strategy.
The store is the first of these new concept locations to open in Italy. Located in the heart of Milan, the store features a grand public plaza just off of Corso Vittorio Emanuele, one of the more popular pedestrian streets in Milan. Upon entering the plaza, visitors are greeted by an enormous glass fountain that sits directly above the entrance to the store and serves as a backdrop to the large outdoor amphitheater Apple built into the plaza. The area will be open to the public 24 hours a day and will host special events throughout the year.