Rome will have a new Apple Store, the news is official. It will be the fourth, after RomaEst, Euroma2 and Porta di Roma, although in the end there will still be three since the first one opened by Apple in Italy in 2007, that of RomaEst, will be closed, and all employees will be relocated between the new and other facilities available in the metropolitan area.
Unlike these existing ones, however, the new Apple store will not be in a mall but in the historic center, in Piazza San Silvestro inside Palazzo Marignoli. It will be called "Apple via del Corso", without the word" Store "to emphasize that it will not be a simple store but a real multifunctional space.
These are the words of Deirdre O'Brien, Apple's senior vice president of Retail + People:
Our stores have proudly served customers in Rome for 13 years and we are thrilled that our long-term vision for Rome will come to life in Via del Corso this spring. With this important new store, we will move our teams and activities from RomaEst to the center of Rome, where we will significantly increase our service capacity and offer free and world-class Today at Apple sessions.
For the creation of Apple via del Corso, the Cupertino company collaborated closely with the Municipality, the Superintendency for Architectural Heritage and the ownership of Palazzo Marignoli. Being the historical center of Rome a Unesco heritage, the structure had to be harmonized with the urban context, both externally and internally.
The Apple via del Corso design will be designed by the British architecture firm Foster + Partners (the same of Piazza Liberty in Milan inaugurated in July 2018) and will be characterized by marble, large spaces and high arches. A sort of homage to the Eternal City.
It will be a "flagship store", one of the most important in Europe and the world, and in addition to the sale of products it will host workshops, events and live performances. There will be free sessions every day "Today at Apple" high level, as defined by Apple, with creatives and experts in the most varied sectors.
Apple's opening in Via del Corso is part of the investment plan that the US company has implemented in our country in recent years. Apple has 2,100 employees in Italy, and in the past three years it has invested more than 1.4 billion euros on domestic suppliers.