Market Overview

Apple Piazza Liberty Opens Thursday in Milan


Apple® today premiered Apple Piazza Liberty, a new retail location that
will revitalize a piazza in the center of Milan. The project, which
includes both a grand public plaza and a store below, brings Apple's
latest retail design to Italy for the first time.

Just off the Corso Vittorio Emanuele, one of the most popular pedestrian
streets in Milan, visitors will first see a dramatic glass fountain that
serves as the entrance to the store and a backdrop to the large outdoor
amphitheater. The piazza, clad in Beola Grigia, a stone used throughout
Milan, is open to the public 24 hours a day and will host special events
year-round amongst 14 Gleditsia Sunburst trees planted in the area.

"There's no better expression of our vision for Apple stores serving as
modern-day gathering places than Apple Piazza Liberty," said Angela
Ahrendts, Apple's senior vice president of Retail. "In a city with such
rich history of art, entertainment and creativity, it's an honor to
establish a space where anyone can be inspired to learn, create and
connect with their neighbors."

Apple Piazza Liberty provides a grand venue for Today at Apple®, free
hourly sessions on photography, filmmaking, music creation, coding,
design and more, that aim to unlock creativity in all attendees. This
September, Apple Piazza Liberty will host a special month-long Milan
Series, where 21 local artists will share their visions for the creative
future of Milan.

"To work within one of Italy's historic piazzas is both a great
responsibility and wonderful challenge," said Jony Ive, Apple's chief
design officer. "We combined two fundamental elements of the Italian
piazza — water and stone — adding a glass portal that creates a
multi-sensory experience as visitors enter the store through a cascading
fountain that seems to envelop them."

After descending a stone and metal staircase cantilevered from the Beola
Grigia wall to the store below, visitors will be met by a team of 230
highly-trained employees, many of whom come to Milan from Apple stores
around the world.

Apple Piazza Liberty opens Thursday, July 26 at 5 p.m. and Today at
Apple registration is available now at

Apple revolutionized personal technology with the introduction of the
Macintosh in 1984. Today, Apple leads the world in innovation with
iPhone, iPad, Mac, Apple Watch and Apple TV. Apple's four software
platforms — iOS, macOS, watchOS and tvOS — provide seamless experiences
across all Apple devices and empower people with breakthrough services
including the App Store, Apple Music, Apple Pay and iCloud. Apple's more
than 100,000 employees are dedicated to making the best products on
earth, and to leaving the world better than we found it.

NOTE TO EDITORS: For additional information visit Apple Newsroom (,
or call Apple's Media Helpline at (408) 974-2042.

© 2018 Apple Inc. All rights reserved. Apple, Today at Apple, Apple
Store and the Apple logo are trademarks of Apple Inc. Other company and
product names may be trademarks of their respective owners.

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