Florence watch brand Panerai opened its second store in Seoul with the participation of architect Patricia Urquiola. Panerai stores are located in Samseong-dong, COEX, one of the world’s largest underground malls. The shop covers an area of 40 square meters and showcases a variety of watches from the Florentine brand Panerai.
The well-known Spanish designer Patricia Urquiola reinterprets Panerai’s aesthetics and craftsmanship as a professional watchmaker, using a timeless design to set off the brand image, combining tradition with modern fashion, and connecting the past and the future with original methods.
The exterior of the store’s main entrance is decorated with an oversized image of the Italian Navy performing underwater missions, conveying the inextricable relationship between the brand and the ocean. The new store respects the brand’s philosophy and history in terms of design concepts and materials, clearly reflects Panerai’s Florence roots and the deep roots of the brand and the ocean. It commends Panerai for manufacturing precision instruments for the Italian Navy commando from the 1930s to the 1950s, An important historical moment for the brand.
Unique elements selected by Patricia Urquiola in the new store include walnut, calacatta luccicoso, polished brass, bronze, and special wave-shaped clear glass, plus copper chandeliers and a fine wooden sales counter , Evokes the mood of ships galloping in the vast sea.
The new store adhering to the characteristics of other Panerai stores, the giant wall clock on the wall shows the brand’s unique design: the clock face adopts a sandwich structure, the two clock faces overlap each other, and a layer of Super-LumiNova® is sandwiched in the center. Keep time stamps and numbers clear and bright. The design of this ‘sandwich dial’ originates from the purpose of ensuring the readability of the watch, which can be clearly read even on a dim underwater. This unique design is still a unique feature of the brand, marking the brand’s tradition and history.
The atmosphere of the specialty store is intimate and elegant, with contemporary features. Customers can taste the technical aesthetics of Panerai watches while enjoying time in a comfortable and private environment. The exclusive store also has a separate space for watch collectors to enjoy a unique VIP experience.
In addition to Korea’s Hyundai Department Store COEX store, Urquiola Studio is also responsible for the newly opened or redesigned store in Hong Kong, Miami, New York, Paris, Taiwan, Milan, Beijing and Florence, the birthplace of the brand. After the opening of the Urquiola-designed and refurbished stores, Panerai’s total number of global stores is now 66.