Earlier this month, Panerai expanded its roots in Australia by opening a new boutique in Chadstone, Melbourne. This location is one of Australia’s prominent destinations for luxury shopping, so it makes perfect sense for this new boutique location. The new boutique design is typified by a blueprint that shapes the aesthetic and atmosphere of the brand.
“The opening of this boutique, the second one in Australia, represents a significant milestone”, affirms Jean-Marc Pontroué, Panerai’s CEO, “As well as reflecting our brand’s commitment to the Market, the space – designed by the Panerai Studio in Milan – mirrors the Maison’s DNA while ensuring that we deliver a complete Panerai experience to our wonderful Australian clientele.”
The outside of this new boutique contains the bold and distinct Panerai Logo, which fits well alongside the expansive and transparent windows, giving a glimpse inside to the passersby of the world of Panerai, igniting their curiosity and encouraging them to step into the Watchmaker’s world!
When you step inside the boutique, you are instantly drawn to the large iconic luminescent clock, which is retro-illuminated to recall the Super-Luminova® fluorescence. This Panerai “Dial” is fully working, with the hour and minute hands operational, alongside the small seconds at 9 o’clock as well. This wall display is strategically placed for elevated visibility and is an unmistakable nod to the brand’s DNA, underscoring the enduring theme of luminescence.
The design of this boutique has been thought out to the minute details. Even the materials chosen for the construction and design of the boutique reflect the brand’s values. As clients enter the boutique, they are welcomed to a harmonious blend of concrete finish, marble effect flooring, wood, veneer, and metal grids.
Each of these materials ties in with Panerai’s world of watchmaking. The marble-effect flooring is inspired by Italy’s rich architecture and design history, while the wood veneer and metal grids contribute to the boutique’s contemporary aesthetic. The colour blue can also be seen throughout the boutique, which ties back to Panerai’s integral connection with the underwater and diving world.
Stepping into the layout, it has been designed to narrate the brand’s story. As you walk around the boutique, you are taken on a journey through the different collections of timepieces in the Panerai universe. One thing that is also noticeable is the display of the brand’s Modern Heroes displayed throughout the boutique. Inspirational figures who embody the Maison’s values, their stories, and their exploits are captured in striking visuals throughout the boutique.
Selections of high complication and special edition Panerai references, along with the brand’s different collections, are available in the boutique for clients to see, and the use of interactive screens is an invitation to explore the product range in a way that combines physical and digital interactions.
This brand-new boutique in Chadstone is a testament to Panerai’s commitment to excellence, which has been thoughtfully curated to serve not only as a retail outpost but also as an embodiment of an elevated Italian experience — one centred around warmth, familiarity, and easy comfort.