06.06.2021 NEWS

Apple’s newest store reinvents an Italian palace

Apple doesn’t do low-key when it comes to its stores – and its latest Rome venture is no exception. Part of Apple’s global appeal has always been the sense of luxury generated by its minimalist stores – and the tech company is about to open its most impressive to date.

On May 27th, Apple opened its first store in the centre of Rome, Apple Via del Corso, which reinvents the 19th-century Palazzo Marignoli. This renovation was designed to take customers back in time as they browse for the newest Apple products. The remarkable new store is located on the city’s famous shopping street and has an adjacent large garden courtyard lined with native Camphora trees.

To restore the integrity of the palace and maintain its original aesthetic, Apple worked with teams of architects and local restoration to reimagine the entirety of the palazzo’s two floors, which are connected by a grand marble staircase. Restored artworks cover the walls and ceilings, and large glass windows mean the entire store is lit by natural light.
To enter, visitors will pass through a vault leading to the ground floor, while the central staircase leads up to a series of traditional palazzo rooms.
The new store includes a ballroom where Apple will host ‘Today at Apple’ sessions for the first time in Rome, inviting artists across the fields of music, art, design and content creation to events centerer around creativity.

Deirdre O’Brien, Apple’s senior vice president of Retail said “We can’t wait to begin a new chapter in Rome with the opening of Apple Via del Corso. The new store represents a celebration of the unique history and art of Roman culture.”

In with the old

Apple’s Via del Corso isn’t the first time the company has impressed us with its eye for architectural design. Apple has 500+ retail stores in 25 countries, with each location generating more revenue per square foot than any other retailer. Many of them are located in historic buildings, like the Palazzo Marignoli, making it unique to other brands.
The tech giant reportedly paid $2.5 million to renovate space in New York’s iconic Grand Central Terminal. Not to mention the company’s flagship Berlin store which sits inside a huge limestone opera house.

*Photo credited: Apple *

Let’s talk. 01892 835522