Panerai unveiled an all-new flagship store style in 2022 that will serve as a template for boutiques around the world.

The concept has been dubbed Modularità Espressiva (modular expression) as it combines Italian design with physical and digital features.

It will be used for the first time in Panerai’s Geneva showroom on the famous Rue du Rhône.

Panerai’s vibrant green wall clock is the first thing customers see when entering the industrial art deco style store, along with a large video wall for product showcases.

Television screens and touchscreen monitors are also used to display details and backstories, while clocks are secured and displayed outdoors for people to touch.

The Geneva store is spread over two floors, with the top floor dominated by an art deco bar and a large lounge for events and socializing.

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

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

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