The flagship store "Apple Via del Corso" will open in a historic building renovated by Foster + Partners.
Apple is preparing to open a flagship store in central Rome. The new shopping space in one of the most prestigious locations of the Italian capital will be among the key Apple stores in the world.
The flagship store, which will be called "Apple Via del Corso" (without the word "Store"), will be located in Palazzo Marignoli, approximately in the middle of a shopping street, within walking distance from the Spanish Steps, Trevi Fountain and Pantheon. The historic building has now been entirely renovated by the British architectural firm Foster + Partners, which was involved in the design for the flagship Apple in Milan.
According to the concept presented, the commercial space will be characterized by high arches, large light showcases, and marble finish. All renovation work was carried out after approval by the city authorities.
With the launch of the store in the historic center of Rome, Apple will close its shop in the RomaEst shopping center but will preserve the other two points - the Porta di Roma and Euroma2 malls. The staff of the reduced shop will be relocated to a new location in the heart of Rome, with an increase of 120 people.
The new flagship store will not only sell Apple products and provide services. The store will be another cultural space of the technological giant, which will hold seminars and music events in the store, following the example of those that exist in the store on Piazza Liberty in Milan.
"With the new store, we will move our talented teams and events from the store at RomaEst to the center of Rome, where we will significantly increase our service potential and offer free first-class sessions as part of the Today at Apple program," commented Deirdre O'Brien, senior vice president of Retail + People at Apple.
Today at Apple, the Italian market remains one of the key markets in Europe. Over the past four years, the number of employees at the corporation has grown by more than 50 percent to 2,100. The Via del Corso Store is expected to become one of Apple's most significant stores, along with flagship stores in Washington, D.C., Paris, and London.
14 JANUARY 2020, Italy