In April 2023, the watchmaking house acted as official timekeeper at the 61st edition of the Salone del Mobile di Milano, strengthening its historical connection with the international design exhibition that has in the past been the stage for numerous brand initiatives with globally renowned artists and designers.
During this event, the brand presented its latest releases at the pulsating heart of the fair, opening up to visitors as well as design and haute horology aficionados the doors of an innovative pop-up store, conceived by Laboratorio di Idee Panerai and especially set up for the occasion at Milano Rho Fiera. The 80 sqm space facing Corso Italia will guide visitors into a discovery journey of the Maison’s legendary story and the universe of its most iconic collections, from new interpretations of the vintage spirit of the Radiomir models, to the submarine world of the Submersible collection, as well as the unmistakable Luminor and Luminor Due that has made Panerai an icon of Italian design worldwide with its crown guard device.
Constructed from the same materials that characterise the Panerai boutiques, particularly marble and wood, along with decorative elements reminiscent of the luminance of the watches’ dials, as well as the theme of the new edition of the Euroluce biennial dedicated to lighting, the pop-up store also featured a lounge bar for delightful daytime breaks and evening aperitivos with an Italian touch. The immersive experience continued in the Panerai Boutique at Via Montenapoleone 1 throughout the entire week of the Milan event.
May 25, 2023