Inside The New Audemars Piguet AP House Milano

Over the last few years or so, Audemars Piguet has redefined the consumer experience in the industry with the openings of the AP House around the world. From New York and Los Angeles to Shanghai and London, AP Houses have been globally growing, with Milan being the latest city to join this prestigious group. Unveiled as its latest jewel in the crown, AP House Milano is nestled on the esteemed Via Bagutta as a dedicated haven for watch aficionados.

Milan, a city at the confluence of history, culture, design, fashion, and gastronomy, has once again been chosen by Audemars Piguet to host its innovative concept, seven years after the inauguration of the first AP House. This time, the brand has chosen the iconic former Garage Traversi for its new abode, a rationalist-style architectural marvel that has been thoughtfully renovated to marry its historic charm with modern luxury.

The AP House concept was born from a simple yet profound idea: to create a space where the brand’s founders, Jules Louis Audemars and Edward Auguste Piguet, would feel at home in the 21st century. This vision has evolved into a sophisticated environment where the comfort of home and the warmth of human relationships are paramount. With the opening of AP House Milano, Audemars Piguet extends its tradition of fostering intimate client relationships, now within a five-floor architectural masterpiece that blends heritage with state-of-the-art design.

The choice of Via Bagutta for the new AP House is a nod to Milan’s rich architectural and cultural tapestry. The historic ex-Garage Traversi building, with its curved façades and steel-framed windows, stands as a testament to Milan’s innovative spirit, making it the perfect backdrop for Audemars Piguet’s latest venture.

Collaborating with the renowned Lissoni & Partners, AP House Milano is a masterclass in design, drawing inspiration from the natural beauty of the Vallée de Joux, the cradle of Audemars Piguet. The interior is a harmonious blend of wood, glass, and metal, interspersed with Milanese design elements across its expansive five floors. The ground floor entrance, with its modernist patterns and lateral glass panel, sets the stage for an immersive experience in the world of Audemars Piguet.

Beyond the aesthetic appeal, AP House Milano is a hub of innovation and craftsmanship. The house features a dedicated watch exhibition floor, a service floor where visitors can observe master watchmakers at work, and a rooftop offering panoramic views of Milan’s skyline. This new space is designed to be more than just a retail location; it’s a cultural rendezvous for watch enthusiasts, offering a blend of contemporary art, music, and cutting-edge technology, including a virtual reality experience developed in partnership with Dreamscape Immersive.

Audemars Piguet’s commitment to fostering creativity and building community is palpable throughout AP House Milano. Contemporary artworks, curated vinyl collections, and a piano underscore the brand’s deep ties with the worlds of art, music, and technology. This space is envisioned as a platform for dialogue and discovery, where clients and watch enthusiasts can immerse themselves in the rich legacy and forward-thinking ethos of Audemars Piguet.