OFFICINE PANERAI

OFFICINE PANERAI REOPENS ITS
NEW YORK BOUTIQUE
WITH PATRICIA URQUIOLA
NEW YORK, February 2015 – Officine Panerai is reopening
its New York boutique at 703 Madison Avenue with the new
concept created by architect-designer Patricia Urquiola.
The boutique of the celebrated Italian high-end sports
watchmaker is now located in the most prestigious and
exclusive luxury shopping area of Manhattan.
Panerai’s boutique has expanded to an area of 700 square
feet on a single floor and it has two large display windows
looking onto Madison Avenue.
Patricia Urquiola, the celebrated Spanish designer, has
reinterpreted the aesthetic and technical codes of the
watch house, respecting the identity of the brand with a
timeless design: she has succeeded in respecting tradition
with a look that is nonetheless modern and up-to-date,
finding a genuine link between the past and the future.
The concept and the materials perfectly respect the
philosophy and the history of Officine Panerai: there are
clear references to both its Florentine origins and to the
world of the sea arising from its historic role of supplying
2
precision instruments to the special forces of the Italian
Navy between the 1930s and the 1950s.
At the entrance of the boutique, on the front wall, one is
immediately struck by a large printed image of Florence’s
cathedral, instantly recalling the origins of the brand.
The characteristic unique elements used by Urquiola for
the new boutique are “calacatta luccicoso” marble, brass,
wood and a special “reeded” glass that is undulating and
transparent.
The brass lights and the sales counters with wood details
recall the world of the sea and of ships. One of the three
display windows inside the boutique has a unique elongated
shape, drawing its inspiration from the underwater world.
The floor is made of marble.
The boutique is therefore sophisticated, contemporary and
elegant, but at the same time it is welcoming; as well as
admiring the technical beauty of Panerai watches, clients
can also relax in an intimate, luxurious atmosphere.
In addition to Madison Avenue, New York, Studio Urquiola
has been responsible for the design of newly opened or
remodeled Panerai boutiques in Florence, Paris and Hong
Kong, and the firm has also designed the boutique that is
about to open in the Miami Design District, which will be
the flagship store of North America.
With the new boutiques and reopenings designed by
Urquiola, Officine Panerai now has 64 boutiques in the
world, 10 of which are in the United States.
Angelo Bonati, Chief Executive Officer of Officine Panerai,
says: “We are very proud to announce the reopening of our
boutique in New York which is now in the most exclusive
and prestigious part of the city. For us the United States
is a fundamentally important market. Patricia Urquiola has
perfectly respected the philosophy of the brand and she
has succeeded in conveying our link with tradition while
looking to the future, to design, to innovation and to the
search for excellence. Special editions will be available in
the New York store, pieces which will be unique throughout
the world.”
Patricia Urquiola says: “This is my favorite part of Madison
Avenue which I have often visited when I have been in New
York. My aim has been to bring a part of Florence to New
York, with a digital image of the city immediately recalling
the origins of the brand. I have used warm materials for the
new boutique such as wood, brass and marble.”
Officine Panerai New York Boutique
703 Madison Avenue
New York, NY
Tel: 212.319.1245
Email: [email protected]