The Italian luxury watch brandOfficine Panerai has reopened its store in a larger, more elegant version at the very posh address, 1, Via Montenapoleonein Milan. The new store is located very close to the one that had opened four years ago in 2011. The interiors of the new 105 sqm store have been conceptualised and designed by the famous Spanish designer based in Italy,Patricia Urquiola.
Officine Panerai was founded in 1860 in Florence as a boutique, a workshop and a watch making school, and for years remained the supplier of precision instruments to the Italian Navy. The designer Patricia Urquiolahas taken note of its Florentine origins, and blended modernity with tradition. The concept of the design and the materials used respect the philosophy and history of the watch, and are clear references to its Florentine origins and to the world of the sea, recognising the company’s historic role in supplying precision instruments to the specialist forces of the Italian Navy during the 1930s and 1950s.
The elegant store is arranged on three levels, with areas designed and set aside for the most exclusive sales. The new store has two broad windows which look onto the distinguished street, itself a symbol of Milanese excellence throughout the world. The three floors of the boutique are connected by a stairway made of ‘”bronzed” tubes, which is unique to this Panerai boutique. This linear structure fits harmoniously within the boutique, while at the same time standing out as the centre of attention attracting the eyes of its visitors.
The distinctive elements used by Patricia Urquiola in the Milanese boutique are oak, “calacatta luccicoso” veined marble, burnished brass, bronze, and a special reeded glass, undulating and transparent, a clear reference to the world of the sea, as are the brass lights and the sales counters with their details of wood. The spacious boutique is welcoming, and provides the perfect setting for admiring the technical beauty of Panerai watches, where clients can relax in a luxurious, intimate space.
Besides this store in Milan, Urquiola Studio has also been responsible for newly opened or redesigned boutiques in Hong Kong, Miami, New York, Paris and Florence, the city where the brand was born.
With the opening of these new boutiques designed by Urquiola, Officine Panerai now has 65 boutiques in the world, five of which are in Italy (Milan, Florence San Giovanni and Florence Four Seasons, Venice and Portofino).
Angelo Bonati, Chief Executive Officer of Officine Panerai, says: “The boutique presents that blend of tradition and innovation, rigorous design and attention to the clients’ needs which makes Italian design appreciated worldwide and the Panerai watch a unique icon.”
Patricia Urquiola says: “The design of the Panerai boutique in Milan is particularly important to me. It is part of my city in which I travel each day, and of the people close to me. We have sought to respect the austerity of the palazzo which accommodates it and we have put the watches, the product, at the centre. An element personalising the design is the stairway which links the different levels, a new expression of the concept of the brand.”