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Geneva Flagship Rue du Rhone 21

GREATEST SHOWROOMS: Panerai, Geneva, Switzerland

Panerai unveiled a completely new style of flagship store in 2022 that will be a template for boutiques around the world.

Panerai unveiled a completely new style of flagship store in 2022 that will be a template for boutiques around the world.

The concept has been given the description of Modularità Espressiva (modular expression) as it blends Italian design with physical and digital features.

It is first being used in Panerai’s Geneva showroom on the famous Rue du Rhône.

Panerai’s luminous green wall clock is the first thing customers see as they enter the industrial-Art-Deco-style store along with a large video wall for product presentations.

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Geneva Flagship Rue du Rhone 21

TV screens and touchscreen monitors are also used to display details and back stories while watches are secured and presented in the open so that people can touch them.

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The Geneva store takes up two storeys, with the upper floor dominated by an art deco bar and a large lounge for events and socialising.

Look out for an even bigger Panerai showroom opening in 2023 in the heart of Manhattan.

Thank you to the generous sponsors of The World’s Greatest Showrooms

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