Panerai is the product of distinct traditions rooted in two countries: the sophistication of Swiss watchmaking artistry and an illustrious history of design inheritance from Italy.
Situated at 21 Rue du Rhône in Geneva, one of the most prestigious streets in the world, the watchmaker unveiled its new flagship store concept, “Modularità Espressiva”, which is characterised by innovative modularity, Italian design and a blend of physical and digital features to deliver a unique sensorial experience.
Upon entering the two-storey boutique, you see a luminous green wall clock fighting for attention with a large video wall on which multiple products can be projected and magnified.
To maximise interactivity and engagement, glassless lightbox displays break down the barrier between customer and product while a corner dedicated to the “Laboratorio di Idee” in Italy allows visitors to personally experience Panerai’s philosophy of creating and developing new materials and movements in a transformative and sustainable way.
The rest of the space comes to life through Italian furniture and iconic design pieces such as a vintage Vespa motorcycle, complemented by Italian literature and design books and, of course, some of the most prestigious high complication and special edition Panerai references.
When not in this lounge area, visitors are encouraged to visit the bar: an Art Deco-style room that serves both as a café and drinks bar with an interactive rotating shelf through which customers can play with and discover their favourite strap and case combinations.
This article first appeared on Feb 7, 2022 in The Edge Malaysia.