Fondly known as Casa Panerai, the new Madison Avenue flagship Panerai boutique just opened – total with an outdoor celebration that marked the major celebration. Neatly located in mid-town’s up-and-coming luxury searching area, the new Casa Panerai occupies the corner of Madison Avenue and 63rd Road. The extra than 2,000-square-foot two-story-tall store is the brand’s major in the globe and marks its determination to the American sector.
From outside, the boutique is all glass in the front and on the 63rd Avenue aspect and gives an open up check out inside of. Without having even heading in, passersby get excellent glimpses into the brand name many thanks to window shows, but also thanks to the massive features inside of that are really seen outdoors.
Consumers enter the door into a sweeping two-story large boutique with an full wall of windows in entrance and on the correct hunting out to the metropolis. Straight away inside of the doorways, site visitors are greeted by a big two-tale tall 301-square-foot LED online video monitor on the correct that continually showcases Panerai ‘s sense of experience in and out of the h2o with larger sized-than-lifestyle illustrations or photos and movies in all their glory.
Seen from the exterior and then yet again from instantly in the door, is the daring luminous inexperienced Panerai clock that includes the key higher wall dealing with the avenue and marking wherever the 2nd floor of the boutique commences. Visually, friends seem down a long hallway from front to back again, all chocked with Italian-marble counters and tables, white Italian marble floors and specifically produced wooden and steel showcases that exhibit a very carefully curated collection of current items and historical timepieces.
On the to start with flooring there is also a boutique in the back again exactly where the floors adjust from white marble to black marble and the walls modify from the uncovered brick of the historic townhouse to a specially designed resin shaped in the condition of waves or ripples and hand-painted in Italy to recall Panerai’s maritime roots. That place is intended to showcase the Panerai Luminor Because of watches and offers comfortable, rounded furnishings and comfy seating.
As you move from the front of the keep to the back, you are met by a sweeping spiral staircase on the right that normally takes you to the second ground. The staircase was previously in the setting up and, fairly than discard it, Panerai opted for the sustainable choice to maintain it. Having said that, the manufacturer completely increased it by including wood treads, wooden spiral surroundings and beautiful handrails. The wooden is built to emulate the deck of Panerai’s sailing ambassador Eilean – a beautiful ketch brought to Italy by Panerai to be masterfully restored to its unbelievable elegance. It is a sailing tribute to Panerai and its maritime roots.
As you ascend the techniques, you locate oneself coming up on 3 tall bay windows that also seem out onto the street below. The top rated floor options a wall of the exact same wooden as the stairs, and then an total long wall from entrance to again on the left facet of the retailer of uncovered brick from the unique townhouse.
The brick is covered with glass and as consumers make their way from the front to the back again, where by a wonderful lounge location is found, they are greeted by a superb 30-foot long steel timeline that graces the glass in entrance of the brick and marks some of the brand’s most critical milestones. Objects, pictures, copies of patents filed and even some interactive reveals. Adorned with showcases and products, the second floor gives an immersive experience into comprehending how this manufacturer has evolved. Also on the 2nd floor is an Espresso and Aperitivo bar where by buyers can indulge in Italian drinks.
In a private job interview with Jean-Marc Pontroue, Panerai’s international CEO, he said the opening of the New York keep is a major milestone. “We are constantly fully commited to offering our purchasers a legitimate Panerai working experience, and with this keep, our largest keep in the globe, we can do that. We needed to relocate to Madison Ave for a while, but it took time to get the appropriate location. We realized we wanted a corner mainly because visually it is the most gorgeous and wished that lavish purchasing place.”
In truth, in accordance to Pontroue, the brand name waited a few of many years for the appropriate spot to turn into readily available, then devote 18 months getting the ideal construction permits and planning the boutique. The overall retail store was conceived of and designed completely in property by the Panerai Studio’s creative agency situated in Milan and less than the vigilant eye of Inventive Director Alvaro Maggini.
Panerai is applying the opening of the boutique to celebrate numerous new watches and the debut of its confined and special Italian-produced clothing and equipment line. The products for sale will be situated in one particular spot of the shop on the 1st floor.
The natural way, no store opening of this size and scope would be entire without a new watch or two. In this circumstance, Panerai unveils a timepiece that pays tribute to the brand’s watchmaking prowess. The Radiomir Tourbillon Bronzo pays tribute to the brand’s history and devotion to craftsmanship. Crafted in bronze, the 45mm observe features a tourbillon motion with a cage that rotates each 30 seconds as an alternative of the standard one-minute tourbillon. The continuously relocating complication and new open-worked titanium bridges are noticeable on the dial side and the bridges boast a armed service inexperienced coating using levels of aluminium oxide. Run by a hand-wound motion with two barrels for 4 times of energy reserve, the observe delivers 2nd time zone, 24 scale for working day/night time indication. It is finished with a brown calf leather-based strap.
According to Pontroue, the New York retail outlet opening is just one particular of 35 new boutique openings going on all-around the globe throughout the brand’s fiscal calendar year (which ends in March 2024). By that place in time, Panerai will have about 220 boutiques globally.