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Apple Shows Off Photos of New Piazza Liberty Store in Milan

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Apple's newest flagship Apple Store, Piazza Liberty, opened in Milan, Italy today and to celebrate the occasion, Apple shared some images of the new location.

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Piazza Liberty is the first Italian Apple Store to feature the updated Apple Store layout with areas that include Genius Grove, The Forum, and The Avenue, aka parts of the store dedicated to activities like support, classes, and shopping.

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This new flagship location features a huge fountain with water cascading over glass walls that customers walk through to enter the store.

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Piazza Liberty includes a public plaza where visitors to the store gathered ahead of its unveiling, and Apple plans to host Today at Apple sessions and performances all weekend at the new location. Milanese artist L I M was on hand to perform during the store's launch.

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Customers who visited the store early received free tote bags and artist books, and Apple retail chief Angela Ahrendts was on hand to greet guests. Ahead of the store's opening, Apple worked with 21 local artists to celebrate the creative community of Milan.


The store is home to 230 new Apple retail employees, many of whom Apple says came to Milan from Apple stores around the world. Counting the new store in Milan, Apple now has 17 retail locations across Italy.

Article Link: Apple Shows Off Photos of New Piazza Liberty Store in Milan
 
Article Link
https://www.macrumors.com/2018/07/26/apple-store-piazza-liberty-milan/
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And yet there is still no store in the East of Toronto, and the downtown Eaton Centre is exactly the same when it opened around 15 years ago? Small, cramped, full of people. can't get any decent service done without bumping shoulders with others at the "genius" area.
 
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Still can't believe that there isn't a juice bar / coffee area to socialise in these new stores.

And those DAMN BEECH WOOD TABLES. I know they are Steve's idea but come on - year 1999.
 
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Interesting design how it's basically taken over the piazza completely, but there is dropped floor to make it less obvious. I expect the square to be referred to as the Apple store from now on.
 
Can’t help but feel the fountains should have been placed on tracks at the top of the glass structure jetting down the glass. It looks odd in photos with nozzles shooting it up at a slight angle.. not sure if they are supposed to be directed into the air or on to the structure.
 
and my local store is in the basement of a 2nd rate mall in the same space when first opened and nothing cool or fun....no grand staircase, no avenue, no giant screen tv.......sigh.
 
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It's a seriously cool store, but it looks out of place in that part of the city. I like that some of the Apple stores in Europe look more old-style to fit in.
 
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Apple returning its profits by enhancing the customer experience. Few companies do this. Apple should be respected for 'giving back'
 
Wow. Stunning. The integration with the existing environment is fantastic.

I live in Chicago, and when they introduced the new flagship here, built into the side of the Chicago river, I thought it was the best store they'd built to date. This Milan store is on par with that for sheer beauty and contextual integration. I prefer both of them to the gaudy flagship box in NYC, or the overbaked ones on China.

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