Audemars Piguet, the esteemed Swiss luxury watchmaker, opened the door to its new AP House in Milan last Wednesday through a dazzling event, heralding a bold step in the expansion of its unique hospitality concept. Located within the historical confine of Garage Traversi, the city’s first multi-story car park, the new space offers their discerning and sophisticated clientele a comfortable place to purchase or customize watches, have lunch and convene a business meeting. With its multifunction purpose, the project conceptualizes the brand’s commitment to incorporate its abundant history with avant-garde design and technology.
Taken place on the freshly unveiled third floor, the convivial launch introduced Milan, Italy’s fashion capital, to Audemars Piguet’s exclusive fusion of rich heritage and contemporary design ethos. Enchanting attendees with a dance performance and a video mapping showcase courtesy of artist Blackelephant. The ambiance was further electrified by DJ Fiona Zanetti’s music and beats. During the event, Audemars Piguet’s CEO Ilaria Resta shared her enthusiasm over this monumental expansion, highlighting the brand’s aspiration to foster a communal space that reveres the art of watchmaking.
The AP House’s choice of location is a nod to Milan’s dynamic culture and storied past. Nestled in the iconic Via Bagutta, steps away from Piazza San Babila and the opulent Via Montenapoleone, the AP House finds its home in the erstwhile Garage Traversi. The edifice’s transformation, a collaborative effort with the acclaimed Milan and New York-based Lissoni & Partners, draws on the natural beauty of Vallée de Joux, the cradle of Audemars Piguet. The design, a harmonious blend of wood, glass, and metal, mirrors Milan’s spirit while paying homage to its origins.
Piero Lissoni, the visionary architect, designer, and founder of Lissoni & Partners, mused on the project’s essence, remarking on the AP House’s capacity to weave a narrative that diverges from Milan’s bustling rhythm. The space, a dedication to slowing down, fostering connections, and delving into the city’s copious tapestry of history, culture, and allure, is accentuated perfectly within Milan’s welcoming embrace.
