Table of Contents
Introduction
Triggering new trends in fashion and design, Milan welcomed the new AP House by Audemars Piguet located in the town’s most luxurious area, close enough to the now-closed brand’s boutique in Via Monte Napoleone and the Italian HQ once based in Via Pietro Verri instead.
The AP House elevates what you’d expect from a premium-luxury location to new heights, thus setting new standards and allowing you to take a giant leap over the competition.
Welcome to the former Garage Traversi car park
In service between 1939 and 2003, the Garage Traversi marked the town’s technological progress and Italian architectural prowess by being the first-ever multi-floor fully-automated car park.
The car park closed in 2003 and was completely renovated to become a luxury building.
It hit the headlines since it houses the temporary Louis Vuitton boutique on the ground floor, while a large part is now officially the ultimate destination for Audemars Piguet enthusiasts and the Italian HQ of the brand.
The above means that all Italian operations have thus moved from Via Verri and Via Monte Napoleone to the new destination, and the customer experience has been enriched like never before.
Once you step in, you’ll find yourself experiencing the AP’s history and exclusiveness throughout. The project exceeds everything we’re used to and goes beyond the highest expectations.
A new customer-to-brand relationship
From a customer’s perspective, the interaction is nothing short of extraordinary and all but mainstream.
In the last two years, we have visited most newly opened watch boutiques along Via Monte Napoleone. The concept’s evolution is miles away from the old retail formula. It is customer-centric and has a wow effect you won’t see that often.
Lissoni & Partners designed the new AP House.
Audemars Piguet partnered with the prestigious Italian design studio whose project’s outcome mixed minimalism and rationalism. All the areas combine Audemars Piguet’s heritage traits, like the Petite and the Grand Tapisserie, which you’ll spot anywhere during your journey.
The outcome is kind of strolling across the Audemars Piguet manufacture and museum.
Old and new watches hold a special place in this journey. Historical references and the latest creations are housed in several displays. It’s like travelling through time.
Therefore, forget the ordinary watch boutique: it’s much more than trying or buying your next luxury watch.
The AP House also includes a floor gathering the After-Sales operations and a terrace offering a 360-degree view of Milan’s skyline.
If you’re eager to visit it, the new AP House is open Monday through Saturday from 10:30 to 19:00.
(Photo credit: Audemars Piguet)
Giovanni Maria Di Biase @Horbiter®
