Panerai Brand
Panerai Unveils A New Milanese Boutique, Continuing The ‘Casa Panerai’ Narrative
Luxferity, 06.12.2023
In the heart of a city rich in history, art, and culture, Panerai strengthens its presence with a new boutique in the prestigious Milanese golden triangle. Right in the bustling center of Via Montenapoleone n. 19, the universe of the Maison unfolds in a bright, welcoming space spanning 160 square meters. Encompassing two floors, the new Milanese home offers a captivating continuation of the ‘Casa Panerai’ narrative, which began with the recent opening in New York.
“We continue the exciting journey of sharing the Casa Panerai narrative across the globe. Our boutiques are not just stores, but true homes that encapsulate the spirit of Panerai — steeped in history, innovation, and distinctly Italian DNA. Milan, with its vibrant cultural scene and position as a global fashion capital, is a fitting location for our newest Casa Panerai. Here, we hope to offer an elevated retail experience that blends education, hospitality, and the effortless comfort that is so innate to our brand,” says the Maison’s CEO, Jean-Marc Pontroué.
An embodiment of an elevated customer experience, the warmth and familiarity of Italian hospitality seep through the boutique walls, greeting visitors with a convivial and welcoming atmosphere. Incorporating influences of the city, the design reflects the ambiance of a Salotto Milanese with unmistakable classic design elements, including white plaster finish, moldings, cornices, and minimalistic ceiling lighting. These features merge with Panerai’s aesthetics to highlight the brand’s key pillars: Italianity, the world of the sea, modern heroes, and technicity.
From the outside, the Panerai logo, bold, and distinct, synchronizes with the expansive, transparent windows, while the Maison’s iconic luminescent clock that greets visitors upon entry is an unmistakable nod to the brand’s DNA, underscoring the enduring theme of luminescence. Enhancing the boutique’s immersive environment is the eye-catching LED wall. This feature amplifies the in-store experience while simultaneously drawing attention from beyond the windows. As much a part of the boutique’s interior as its exterior, the LED wall serves as a lighthouse, visually guiding customers into the world of Panerai.
The boutique’s ground floor welcomes the guests showcasing Panerai’s iconic timepieces. The collections are harmoniously displayed along the walls, on the counter and on tower cabinets made of dark wood and green, blue, or black marble, hues that reflect Maison’s inherent spirit and aesthetic.
At the entrance, clients can take a look at the display featuring the jacket and shoes used by Max Sirena, the team director of the Italian sailing team Luna Rossa Prada Pirelli. A notable figure in the sailing world, he exemplifies the values of strengthand pioneering spirit, characteristics that align with the Panerai brand.
Upon ascending to the first floor, the impact of the timeline design feature is immediately apparent. This immersive approach offers a visual overview of Panerai’s rich history and evolution, engaging customers in an informative journey through the brand’s legacy that leads up to the final stage of the opening of Milan Casa Panerai.
The first floor is a plush area equipped with low tables, armchairs, a bar, and a client counter. At the heart of the space is the ‘Bar Italiano’, which offers not only a casual space for customers to relax with a coffee or a drink but also an additional showcasing and selling space.
Underlining the brand’s Italian DNA, the boutique is furnished in Italian pieces, anchored by the exclusive reproduction of the original piece of the Pavone chandelier by Gio Ponti, that hovers above the bar counter.
The boutique is illuminated with abundant natural light, thanks to the expansive shop windows and additional windows that overlook both Via Montenapoleone and the internal courtyard. This design not only lights up the boutique but also provides a stunning view, creating a shopping experience that is elegant and inviting. Design objects and books accentuate the coziness of the Casa Panerai experience.
“The inspiration behind the design was the city itself — its energy, elegance, and timeless beauty. We aimed to create a space that feels like a Salotto Milanese, a welcoming living room where customers can immerse themselves in the Panerai universe. Every detail was meticulously chosen to celebrate the Panerai’s pillars and roots. With this new opening, we continue to write our story, offering a unique window into our brand’s heritage and evolution,” says creative director, Alvaro Maggini.
