AP House
- Milan

2024

The Audemars Piguet project seeks to blend the esteemed qualities of the leading high-end watchmaker with tributes to Milanese architectural culture of the 20th century and the design ethos of the 1960s and 1970s. While Milan serves as the starting point, the approach transcends conventional norms to bring out the unique character of Audemars Piguet’s watches. The brand's identity is translated through the lens of Lissoni & Partners, as though it were an alphabet, infusing their history into every aspect of the design.

Situated on Via Bagutta, the space spans from the fifth to the ninth floor of the former Garage Traversi, a historic rationalist building. This architectural legacy forms the foundation of the design motifs.

Vertical connectivity between the floors is achieved by a sculptural steel staircase, enclosed by a curved wall of backlit onyx, symbolizing a convergence of narratives and spaces.

In addition to offices and retail areas, the AP House Milan features intimate clubs, an innovative area dedicated to augmented reality experiences, observation rooms where Audemars Piguet artisans service timepieces, a library, a restaurant, multiple lounges, a gallery for enthusiasts to display private collections, and a rooftop garden.

The iconic squared tapestry pattern, synonymous with the brand's watch dials, adorns various interior elements, including the entrance canopy, staircase wall, ceilings, and display surfaces.

Careful consideration was given to designing custom displays and showcases, where meticulous attention to detail ensures a tailored response to each product's unique requirements. The focus lies not only on individual solutions and premium materials, but on the collective impact they create, resulting in spaces that are both aesthetically pleasing and innovative.

Photographer - Tommaso Sartori
Styling - vandersandestudio

 
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Web Design / Tommaso Cavallini; Text / Alice Caudera, Laura Cucchi, Susan Ainsworth, Benjamin Meyers; Translation / Richard Peace; Content management / Giorgia Maretta, Laura Presti, Constanza Coscia; Web development / Fri-web. All contents of this website are protected by copyright and may not be reproduced, distributed or transmitted in any form without the prior written permission of Lissoni New York.