Apple Previews New Piazza Liberty Store, Opening Thursday in Milan

Apple today premiered this week's opening of Apple Piazza Liberty in the center of Milan, Italy. Set to open its doors on Thursday, the retail location features a dramatic glass fountain that serves as the entrance to the store and a backdrop to the large outdoor amphitheater.

The piazza, clad in Beola Grigia, a stone used throughout Milan, will be open to the public 24 hours a day and will host special events year-round amongst 14 Gleditsia Sunburst trees planted in the area.

Apple Piazza Liberty piazza center steps 07242018

"There's no better expression of our vision for Apple stores serving as modern-day gathering places than Apple Piazza Liberty," said Angela Ahrendts, Apple's senior vice president of Retail. "In a city with such rich history of art, entertainment and creativity, it's an honor to establish a space where anyone can be inspired to learn, create and connect with their neighbors."

Apple Piazza Liberty will host a variety of Today at Apple sessions, taking in photography, filmmaking, music creation, coding, design and more. This September, Apple Piazza Liberty will also host a special month-long Milan Series, where 21 local artists will share their visions for the creative future of Milan, as previewed on a special Apple.com web page.

There will be live music in the location's amphitheater on the opening night by musician LIM, a "crazy self-portraits" session with Olimpia Zagnoli on July 27, a photographic laboratory with Piotr Niepsuj on July 28, and a "draw the summer" class on July 29.

Apple Piazza Liberty employee preview 07242018

"To work within one of Italy's historic piazzas is both a great responsibility and wonderful challenge," said Jony Ive, Apple's chief design officer. "We combined two fundamental elements of the Italian piazza — water and stone — adding a glass portal that creates a multi-sensory experience as visitors enter the store through a cascading fountain that seems to envelop them."

The store will employ 230 staff, many of whom have come to Milan from Apple stores around the world, according to Apple. Apple Piazza Liberty opens Thursday, July 26, at 5pm, and registrations for Today at Apple can be made now on Apple's website.

Top Rated Comments

giggles Avatar
75 months ago
(By the way “Liberty” in this instance stands for “Art Nouveau”, not literally “liberty”, for anyone wondering why an Italian piazza is called “liberty” instead of “libertà”)
Score: 7 Votes (Like | Disagree)
Jarman74 Avatar
75 months ago
"We combined two fundamental elements of the Italian piazza -- water and stone -- adding a glass portal that creates a multi-sensory experience as visitors enter the store through a cascading fountain that seems to envelop them." ('https://www.macrumors.com/2018/07/24/apple-preivew-piazza-liberty-store-thursday-milan/')
If one day Apple ever decides to develop an automated catchphrase generator, I'm sure Jony's contribution to the project would be unparalleled.
Score: 7 Votes (Like | Disagree)
villicodelirant Avatar
75 months ago
... and MR forum fixation with “watch straps” lives on.
I mean, in the second picture the only visible products are, in fact, straps.

I'd say it's Apple PR department that is fixated with straps (for a reason: those babies probably cost 10c a pop to make and sell themselves).
Score: 7 Votes (Like | Disagree)
the future Avatar
75 months ago
I'd say it's Apple PR department that is fixated with straps (for a reason: those babies probably cost 10c a pop to make and sell themselves).
Wrong.

If the straps are so cheap to make, why are the 10$ silicone straps from Amazon etc. such crappy lint magnets compared to the originals? Answer:

The thing that shocked me, and I've been working in the watch industry doing product development for almost 2 decades now, was that on a raw materials' basis, FKM costs almost SEVEN times as much as silicone.
https://www.juukdesign.com/single-post/2017/06/02/Why-Are-Apples-Sport-Bands-So-Expensive
Score: 5 Votes (Like | Disagree)
Kabeyun Avatar
75 months ago
Nice. Apple sure can do design.
Score: 5 Votes (Like | Disagree)
djcerla Avatar
75 months ago
What an absolute marvel. Apple is creating modern landmarks.
Score: 5 Votes (Like | Disagree)

Popular Stories

apple tv 4k yellow bg feature

When to Expect a New Apple TV to Launch

Tuesday April 9, 2024 8:30 am PDT by
It has been nearly a year and a half since the current Apple TV was released, so the device is becoming due for a hardware upgrade. Below, we recap rumors about the next Apple TV, including potential features and launch timing. The current model is the third-generation Apple TV 4K, announced in October 2022. Key new features compared to the previous model from 2021 include a faster A15...
iPhone 16 Pro Sizes Feature

Alleged iPhone 16 Battery Details Show Smaller Capacity for One Model

Tuesday April 9, 2024 3:46 am PDT by
Apple's upcoming iPhone 16 lineup will feature bigger battery capacities compared to previous-generation models with the exception of the iPhone 16 Plus, which will have a smaller battery than its predecessor. That's according to the Chinese Weibo-based leaker OvO Baby Sauce OvO, a relatively new source of supply chain leaks with an as-yet unproven track record for accuracy. The iPhone 16 ...
iPhone 16 Camera Lozenge 2 Colors

iPhone 16 Plus Rumored to Come in These 7 Colors

Wednesday April 10, 2024 3:52 am PDT by
Apple's iPhone 16 Plus may come in seven colors that either build upon the existing five colors in the standard iPhone 15 lineup or recast them in a new finish, based on a new rumor out of China. According to the Weibo-based leaker Fixed focus digital, Apple's upcoming larger 6.7-inch iPhone 16 Plus model will come in the following colors, compared to the colors currently available for the...
M3 iPad Feature 3

Apple Event for New iPads Still Considered 'Unlikely' Following Delays

Tuesday April 9, 2024 6:37 am PDT by
Apple is "unlikely" to hold an event to announce new iPad Pro and iPad Air models, according to sources cited by Taiwanese supply chain publication DigiTimes. Bloomberg's Mark Gurman already said Apple was not planning to hold an event for the new iPads, but he made this claim back in early March, before it was reported that the devices were postponed due to manufacturing delays. With the...
apple silicon feature joeblue

Macs to Get AI-Focused M4 Chips Starting in Late 2024

Thursday April 11, 2024 10:10 am PDT by
Apple will begin updating its Mac lineup with M4 chips in late 2024, according to Bloomberg's Mark Gurman. The M4 chip will be focused on improving performance for artificial intelligence capabilities. Last year, Apple introduced the M3, M3 Pro, and M3 Max chips all at once in October, so it's possible we could see the M4 lineup come during the same time frame. Gurman says that the entire...
iOS 18 WWDC 24 Feature 2

iOS 18 May Feature All-New 'Safari Browsing Assistant'

Wednesday April 10, 2024 6:11 am PDT by
iOS 18 will apparently feature a new Safari browsing assistant, according to backend code on Apple's servers discovered by Nicolás Álvarez. MacRumors contributor Aaron Perris confirmed that the code exists, but not many details are known at this time. Álvarez said it seems like the browsing assistant will use iCloud Private Relay's infrastructure to send relevant data to Apple in a...