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.

"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.

"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

(View all)
Avatar
27 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)
Avatar
27 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)
Avatar
27 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)
Avatar
27 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)
Avatar
27 months ago
Nice. Apple sure can do design.
Score: 5 Votes (Like | Disagree)
Avatar
27 months ago
What an absolute marvel. Apple is creating modern landmarks.
Score: 5 Votes (Like | Disagree)

Top Stories

Apple-Acquired Dark Sky Officially Shuts Down Android App

Saturday August 1, 2020 3:43 pm PDT by
Apple in March purchased weather app Dark Sky, and at that time, Dark Sky's developers said that the app's Android version would be discontinued on July 1, 2020. However, instead of shuttering the app on that date, the app's developers announced that the discontinuation would be delayed for another month. Now that it's August, Android users are no longer able to access the app, and...

Apple May Launch This Year's 'iPhone 12' Lineup in Two Stages, With 6.1-inch Models Debuting First

Monday August 3, 2020 3:14 am PDT by
Apple last week confirmed that its "‌iPhone‌ 12" launch will be delayed this year due to the ongoing global health crisis and restrictions on travel. Apple last year started selling iPhones in late September, but this year, Apple projects supply will be "available a few weeks later," suggesting a release sometime in October. We're expecting a total of four OLED iPhones in 5.4, 6.1, and...

Top Stories: Try the 5.4-Inch iPhone 12 Display Size, Blockbuster Earnings, Tim Cook at Antitrust Hearing

Saturday August 1, 2020 6:00 am PDT by
Another busy week of Apple news and rumors has wrapped up, with a lot of focus on Tim Cook's appearance at a Congressional antitrust hearing and a blockbuster earnings report. Subscribe to the MacRumors YouTube channel for more videos. We continued to hear rumors about the upcoming iPhone 12 lineup, including a rare admission from Apple that the lineup will launch "a few weeks later" than...

Just How Small Will the 5.4-Inch iPhone 12 Screen Be? Try It Out for Yourself

Tuesday July 28, 2020 12:57 pm PDT by
As rumors of the iPhone 12 have continued to build over the past few months, the one model that has the most excitement around it is the smallest 5.4" model. The iPhone 12 is believed to be coming in 5.4", 6.7", and 6.1" sizes. Dummy models have shown how much smaller the 5.4" is compared to the rest of the iPhone lineup. The upcoming 5.4" iPhone falls in-between the size of the original...

Unreleased iPod Touch with Mac Pro Glossy Black Finish Shared Online

Sunday August 2, 2020 11:32 am PDT by
Twitter user @DongleBookPro has today posted images of what seems to be a first-generation iPod Touch prototype with a 2013 Mac Pro-style glossy black finish. The Twitter user claims that the iPod Touch prototype pictured has "the same coating as the 2013 Mac Pro." Had the finish been selected for the final product, it also would have been similar to the metallic glossy black finish that...

Apple Confirms This Year's iPhone 12 Models Will Be a Little Bit Late

Thursday July 30, 2020 2:34 pm PDT by
During today's earnings call covering the third fiscal quarter of 2020 (second calendar quarter) Apple CFO Luca Maestri confirmed that Apple is expecting to release this year's iPhones later than usual. Maestri said that Apple last year started selling iPhones in late September, but this year, Apple projects supply will be "available a few weeks later." Multiple rumors have suggested that ...

Battery Likely for Upcoming Apple Watch Series 6 Filed in Certification Listings

Saturday August 1, 2020 5:46 am PDT by
A battery likely for the upcoming Apple Watch Series 6 has been filed at the Korea Testing and Research Institute and discovered by a Twitter user @yabhishekhd. Certification for a 1.17Wh battery with a capacity of 303.8mAh was issued on June 23 by the KTR, a Korean regulatory body that approves and tests new hardware ahead of public sale. The battery seems to be destined for a future...

Apple Watch Series 6 to Feature Blood Oxygen Monitoring Sensor

Friday July 31, 2020 1:56 am PDT by
The Apple Watch Series 6 will add blood oxygen monitoring to its features list when it's launched later this year, according to a new report from DigiTimes. Apple Watch 6 will feature biosensors that can monitor sleeping conditions, detect blood oxygen and measure pulse rates, heartbeats and atrial fibrillation, and will also incorporate MEMS-based accelerometer and gyroscope, all allowing the ...

Apple Marks Return of NHL With New 'Hockey Tape' Ad Shot on iPhone 11 Pro

Saturday August 1, 2020 2:33 am PDT by
Apple today marked the return of NHL hockey with a new "Shot on iPhone" ad on its YouTube channel in Canada. Titled "Hockey Tape," the 30-second video features Vegas Golden Knights players Marc-André Fleury and Mark Stone having some on-ice fun with the iPhone 11 Pro, which they attach to the boards, a hockey stick, and a skate with hockey tape. "See the game like never before with Ultra ...

Emails Reveal Why Steve Jobs and Phil Schiller Blocked In-App Purchase of Kindle Books

Friday July 31, 2020 6:25 am PDT by
Internal Apple emails, made public by the House Judiciary Committee's antitrust inquiry, have revealed information about why Apple blocked in-app purchases of Kindle books on iOS devices, reports The Verge. Two sets of emails between Steve Jobs, Phil Schiller, Eddy Cue, and various other senior Apple executives, disclose the exact thinking behind how Apple approached Kindle on iOS. The...