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Panerai Unveils the Signature Design Elements of Its New Boutique in Boston

Located on Newbury Street, the boutique embodies the brand’s center pillars: Italianity, the world of the sea, Modern Heroes, and technicity.

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Panerai Unveils the Signature Design Elements of Its New Boutique in Boston

(PRESS RELEASE) Panerai, luxury Italian watchmaker, is proud to announce the grand opening of its newest boutique in Boston, Massachusetts. Located on Newbury Street, the boutique embodies the brand’s center pillars: Italianity, the world of the sea, Modern Heroes, and technicity. These elements blend seamlessly to capture the essence of the Maison, taking customers on a sensory journey that merges luxury, heritage, innovation, and the spirit of the discovery.

Starting from the exterior of the boutique, the Panerai logo and the expansive, transparent windows work together to draw the attention of the outside world. This design creates a visual dialogue that attracts passersby to glimpse inside the fascinating world of the watchmaker.

Inside, the narrative continues with the iconic luminescent clock, retro illuminated to recall the Super-Luminova fluorescence, a shared feature in all Panerai watches. This fully operational timepiece, strategically placed for elevated visibility is an unmistakable nod to the brand’s DNA, underscoring the enduring theme of luminescence.

As clients enter the space, they are pervaded by a distinctive scent and music. They are welcomed by a harmonious blend of concrete finish, marble-effect flooring, wood veneer and metal grids – materials chosen not only for its aesthetic appeal but also for the representation of the brand’s values. The marble-effect flooring is inspired by Italy’s rich architecture and design history. The wood veneer and metal grids, contribute to the boutique’s contemporary aesthetic. The use of the color blue to symbolize the sea and the numerous marine-inspired elements and details are expressions of the brand’s integral connection with the underwater and diving world.

The layout is designed to narrate the brand’s story, accompanying customers through the different collections of the Panerai universe. The brand’s connection to the Modern Heroes is another cornerstone of the boutique’s design. Inspirational figures who embody the Maison’s values, the stories and exploits are captured in striking visuals throughout the boutique. Clients are not just shopping for a timepiece, but immersing themselves in a space that captures the essence of these modern-day heroes, the adventures and its spirit, that form a meaningful part of the Panerai universe.

A dedicated staff member welcomes visitors at the entrance, understanding their needs and interests. Depending on individual preferences, they may be guided to a counter or invited to a more relaxed conversation within the lounge, setting a scene of Italian heritage and technicity. Adorned with Italian furniture and iconic design pieces, the modular lounge also includes a collection of Italian lifestyle and design books, all available for browsing.

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Selections of high complication Panerai references and the use of interactive screens are an invitation to explore the product range in a way that combines physical and digital interactions.

The inimitable allure of Italian hospitality welcomes visitors with warmth as familiar as home. The boutiques, each thoughtfully curated, serve not as retail outposts but as embodiments of an elevated Italian experience – one centered around warmth, familiarity and easy comfort. These spaces are as much a testament to Panerai’s commitment to excellence in craftsmanship as they are a homage to the brand’s heritage and identity, where every visitor is welcomed as an esteemed guest.

Officine Panerai is not the owner of the Super-Luminova trademark.

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