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
59 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
59 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
59 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
59 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
59 months ago
Nice. Apple sure can do design.
Score: 5 Votes (Like | Disagree)
djcerla Avatar
59 months ago
What an absolute marvel. Apple is creating modern landmarks.
Score: 5 Votes (Like | Disagree)

Popular Stories

iOS 16

iOS 16.3 Now Available for Your iPhone With These 4 New Features

Friday February 3, 2023 1:13 pm PST by
Apple released iOS 16.3 in late January following nearly six weeks of beta testing. The software update is available for the iPhone 8 and newer, and while it is a relatively minor update, it still includes a handful of new features, changes, and bug fixes. Below, we've recapped new features in iOS 16.3, including support for physical security keys as a two-factor authentication option for...
ipad air purple

Deals: M1 iPad Air Hits Record-Low Prices at TigerDirect, Starting at $313.99 (48% Off)

Saturday February 4, 2023 10:05 am PST by
Online retailer TigerDirect has slashed pricing on the M1 iPad Air in several colors, offering the base 64GB configuration for just $313.99 in Purple and Pink. Note: MacRumors is an affiliate partner with TigerDirect. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. That's a savings of 48% compared to Apple's normal $599.00...
Apple Silicon Teal Feature

The Next Big Apple Silicon Device May Not Be a Mac or iPad

Wednesday February 1, 2023 3:57 am PST by
Apple's next device with an Apple silicon chip may not be a Mac or an iPad, but rather an advanced external display, according to recent reports. The display, which is rumored to arrive this year, is expected to sit somewhere between the $1,599 Studio Display and the $4,999 Pro Display XDR – but more exact information about the device's positioning and price point is as yet unknown. While ...
iPhone 14 Pro Purple Side Perspective Feature Purple

Gurman: Apple Considering New High-End iPhone Alongside Pro and Pro Max

Sunday February 5, 2023 6:07 am PST by
Apple has discussed selling a new top-of-the-line iPhone alongside the Pro and Pro Max models in 2024 at the earliest, according to Bloomberg's Mark Gurman. Based on this timeframe, the device would be part of the iPhone 16 lineup or later. In a September 2022 edition of his weekly "Power On" newsletter, Gurman said there was "potential" for an iPhone 15 Ultra to replace the iPhone 15 Pro...
HomePod 2 White and Midnight Feature Purple Blue

Apple Explains Why HomePod Was Released Again, Wi-Fi 4 Limitation, and More

Thursday February 2, 2023 7:57 am PST by
Apple's VP of hardware engineering Matthew Costello and product marketing employee Alice Chan recently spoke with Men's Journal and TechCrunch about the new second-generation HomePod in wide-ranging interviews about the smart speaker. Apple discontinued the original full-size HomePod in March 2021 after multiple reports indicated that sales of the speaker were lackluster, but Chan told Men's ...
webkit vs chromium feature

Google Working on Browser for iOS That Would Break Apple's App Store Rules

Saturday February 4, 2023 1:30 am PST by
Google's Chromium developers are working on an experimental web browser for iOS that would break Apple's browser engine restrictions, The Register reports. The experimental browser, which is being actively pursued by developers, uses Google's Blink engine. Yet if Google attempted to release it on the App Store, it would not pass Apple's App Review process. Apple's App Store rules dictate...
iOS 16

Apple Preparing iOS 16.3.1 Update for iPhone as Wait for iOS 16.4 Beta Continues

Thursday February 2, 2023 6:41 am PST by
Apple appears to be preparing an iOS 16.3.1 update for the iPhone, based on evidence of the software in our website's analytics logs this week. It's unclear when the update will be released, but it will likely be available at some point in February. The same logs have accurately foreshadowed the release of several previous updates, including iOS 16.0.3 and iOS 16.1.1 most recently, so they...
maxresdefault

Hands-On With Apple's Second-Generation HomePod

Friday February 3, 2023 1:28 pm PST by
Today is the official launch day for the second-generation HomePod that was introduced in January, and we picked one up to compare it to the original HomePod that Apple discontinued in 2021. Subscribe to the MacRumors YouTube channel for more videos. Design wise, the second-generation HomePod looks a lot like the first-generation model, featuring the same rounded design and acoustic mesh...