Underground Milan store could be Apple's most striking yet | Cult of Mac

Underground Milan store could be Apple’s most striking yet


Screen Shot 2017-05-15 at 15.37.42
You'll have to walk through a waterfall to reach Apple's new store.
Photo: Apple

Apple is adding a spectacular new retail store to its collection — but you’ll have to visit Milan to see it.

Located in the city’s Piazza Liberty, the store will take a note out of Apple’s iconic Fifth Avenue Apple store in New York by being located underground, with access via a special elevator. Or, in this case, a spectacular staircase entrance located between two waterfalls.

Check out a couple more pictures below.

The site of Apple’s spectacular new Milan store.
Photo: Apple
You’ll have to walk down a flight of stairs hidden in a waterfall to enter.
Photo: Apple

The store itself is located beneath the square’s outdoor amphitheater. According to Apple, “It will be the perfect place to share your passions, discover new ones and deepen your skills.” No opening date has yet been announced.

Apple is reportedly paying the City of Milan 768,732.15 euros for the cost of reconstruction of Liberty Square. It will also pay 127,435 euros per year for limited use of the public square area to stage its own events.

This comes shortly after Apple retail guru Angela Ahrendts described her plans to reimagine Apple stores as “town squares” with a focus on being beautiful places, designed for people to hang out. In this case, it seems like the “town square” idea is literally true.

If you do manage to get to Italy, and want to make an Apple-themed pilgrimage, you can also visit the country’s spectacular Apple museum. If you’ve got no plans to visit, however, don’t fear — because even smaller Apple stores in the U.S. are about to get a redesign to bring them up to date. Although you may miss out on the spectacular waterfall entrance!

Source: Apple

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