Audemars Piguet lands in the heart of Milan

Through a space that combines heritage, technology and design, the watchmaker arrives in the Italian city’s former Garage Traversi to take the experiential retail approach to the next level.

With a total of five completely renovated floors that maintain the aesthetics of the original iconic location, the new AP House in Milan is a sophisticated place where the comfort of home and human relationships are paramount. The first one debuted in the same city seven years ago, on Via Pietro Verri, with the aim of reinforcing the Manufacture’s presence in Italy with some of its most iconic designs such as the Royal Oak and the Royal Oak Offshore.

With this opening, Audemars Piguet now has 20 locations around the world in major cities such as New York, Shanghai, Tokyo, Barcelona, Munich, Tokyo and London, always located in the most vibrant streets of the cities. In the case of Milan, Via Bagutta has been considered a distinctive enclave, just a few metres from Piazza San Babila and Montenapoleaone street. Here we find the former Traversi Garage, the city’s first multi-storey car park designed by Giuseppe de Min and in operation from 1939 to 2003. After several years of disuse, it underwent a careful refurbishment process that restored its prestige and made it one of Milan‘s most prominent landmarks.

The new AP House, with over 1,600 sqm of floor space on the fifth to ninth floors, offers a fresh perspective and an unprecedented experience in an original concept that embodies the essence of Milan. It has been designed in collaboration with Lissoni & Partners, a renowned architecture and interior design studio, maintaining the elegance, harmony and coherence of each of its meticulous details, inspired by the natural surroundings of the Vallée de Joux, where Audemars Piguet‘s headquarters are located.

“Audemars Piguet me facilitó el abecedario del proyecto, esbozando sus distintas facetas para imaginar un espacio híbrido que pudiera ser a la vez un hogar y un club, un lugar donde leer libros y disfrutar de la cultura y la gastronomía. Un lugar para descubrir relojes, pero no siempre y no sólo. Sobre todo, un lugar inspirado en Milán y su historia. Con esta idea en mente empecé a diseñar este proyecto” – Piero Lissoni