When in Milan.
Nestled in the heart of Italy is a city that thrives with its historical piazzas, beautiful architecture and majestic gardens. Surrounded by rich culture and its fragrant yet delicious gastronomy, Italy is the one destination that is adored by many. As the birthplace of iconic fashion brands, Milan makes the perfect occasion for fashion maestros and horologists to unite. Our adventure began on 30 May to 2 June 2024, when we flew into the vibrant city for the opening of Audemars Piguet’s new AP House. Read on to uncover our adventure as we receive exclusive access to the world of Audemars Piguet and its exciting ‘Shaping Materials’ exhibition.
Exploring the AP House Milan
DAY 1
As we get ready for our adventure to unfold, our first stop is the latest AP House on Via Bagutta. Located in one of Milan’s most prestigious neighbourhoods, the new AP House concept absorbs the energy surrounding this famous centre that thrives in history, culture, fashion, and gastronomy. Spanning five floors, the brand’s newest abode was formerly occupied by Garage Traversi, where it was renovated to restore its original aesthetic.
Designed as a timeless space for enthusiasts of the brand, the initial AP House concept was created in collaboration with some of the manufacturer’s most valued clients. The tale behind this was to imagine how brand founders Jules Louis Audemars and Edward Auguste Piguet would live in the 21st century. Today, the unveiling of the sophisticated place is where the comfort of home and human relationships take priority.
The new AP House Milan joins the league of existing locations in some of the world’s most vibrant cities: Amsterdam, Bangkok, Barcelona, Hong Kong, London, Los Angeles, and more.
On our visit to the AP House, we admired how the space is uniquely designed for watch enthusiasts to experience. With a building that spans over 17.2 square feet across the 5th and 9th floors, the space merges heritage, technology and contemporary design. Drawing inspiration from the natural surroundings of the Vallée de Joux, home to Audemars Piguet, you’ll spot a harmonious blend of materials such as wood, glass, and metal, interspersed with Milanese design touches.
The ground floor features a modernist pattern that echoes the brand’s iconic Petite Tapisserie guilloché motif. Beyond its aesthetic appeal, the location features a dedicated watch exhibition floor showcasing contemporary and heritage timepieces.
While that sounds impressive, there is also a service floor where visitors can watch watchmakers at work and a scenic rooftop offering a view of Milan’s skyline. Another highlight would be the spiral staircase that links across the floors, representing the space’s connection between tradition and modernity.
Maintaining its connection through culture, music, and contemporary art, the house brims with contemporary artworks on display provided by the Francesca Minini Gallery. A curated vinyl station and a piano are beautifully displayed, allowing visitors to enjoy soulful tunes throughout the floors.
To offer a personalised and unique experience, the AP House Milan also provides a virtual reality world developed by Audemars Piguet in partnership with Dreamscape Immersive.
With the new AP House Milan exuding a unique space for watch enthusiasts alike, we ended our evening with an exquisite gala dinner surrounded by press from all over the world, celebrities and influencers in attendance. As the unveiling of the Mini Royal Oak collection was on display, we met legendary tennis player Serena Williams, fashion models Izabel Goulart and Irene Kim, and many more, donning the new miniature 23mm Royal Oak quartz models.
DAY 2
Everything we saw at the ‘Shaping Materials’ exhibition at Portrait Milano:
Held until 16 June 2024, Swiss Haute Horlogerie manufacturer Audemars Piguet hosts an immersive journey into the brand’s universe titled “Shaping Materials” at Portrait Milano.
As you step into the serene getaway of the Corso Venezia 11, your gaze will be drawn to the beautiful ornate Baroque gateway. Located within the public square is where you’ll find the exhibition’s contemporary golden pavilion. If you’re lucky, the best time of day to visit is when the skies are painted blue with a stunning ray of sunlight. The golden exterior plays with light and reflection as it mirrors the Piazza del Quadrilatero, the central square of Portrait Milano.
During this captivating journey with Audemars Piguet, the exhibition narrates the brand’s pursuit of innovative techniques and designs. The journey commences with artisans skillfully transforming materials into watch components. While certain metals like gold and platinum are inherently precious, other materials such as steel, titanium, carbon, and ceramic have also become integral to their craftsmanship.
The five-room exhibition showcases how the brand has carved its own path in design, drawing inspiration and artistic movements. With various rooms to explore, you’ll uncover a selection of heritage and contemporary pieces, along with the latest innovations for the year. With the release of the Royal Oak Mini, the exhibition features a series of watches for slender wrists that have marked the brand’s history of miniaturisation.
To accompany your journey, each display is accompanied by edutainment content that will envelop you in a fully immersive experience. This includes interactive displays where you can learn about the brand’s history and craftsmanship, as well as opportunities to interact with the artisans and ask them questions about their work.
Our favourite? In the ‘Watchmaking Cookery,’ we discovered some of the brand’s latest innovations, with sand gold at the core of its new timepieces. On top of that, its new form of polychrome ceramic was unveiled straight from the R&D lab, as explained by the artisans in the exhibition.
Another inspiring highlight is the ‘History of Shapes’ room, where we delve into the timeless beauty of Audemars Piguet’s history of watch cases. Here, we explore a myriad of watch cases, each unique in size, material, and shape, featuring expressive dials, colours, and gem-setting techniques. This showcase of innovative use of materials and classic designs is a testament to the pioneering spirit that has been a hallmark of the company for generations, inspiring watch enthusiasts and fashion aficionados alike.
If you’re curious, take a peek at our visit to the ‘Shaping Materials’ exhibition last weekend.
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All images courtesy of Audemars Piguet
