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Saturday, June 5, 2021

New Apple Store in Via del Corso, Rome

 

RIO DE JANEIRO Apple unveiled Apple Via del Corso on M1y 26 2021, the company's newest retail outlet in Rome's most dynamic neighborhood. Apple Via del Corso will be the 17th shop to open in Italy, and it will be a brand-new, strategically placed location where Apple team members can give best-in-class service and support to the local community. The shop honors Rome's rich heritage of art and culture by preserving the majestic Palazzo Marignoli, making it one of Apple's most important restoration initiatives.




The first-ever Today at Apple Made in Rome initiative, devoted to equipping the next generation of young Romans with inspiration, skills, and resources to pursue their passions, is also available at Apple Via del Corso. Apple designed workshops in the realms of music, art and design, content production, and video, led by over 40 local artists, with the goal of helping local communities across the city in the months ahead. Following the resumption of in-person sessions, the new shop will hold free Today at Apple workshops on areas like as photography and video, music, code, art, design, and more.



Palazzo Marignoli was the home of Marquis Filippo Marignoli and housed Caffè Aragno, one of Rome's most notable gathering places in its day, frequented by artists, writers, and actors. It was built in 1873 by renowned architect Salvatore Bianchi and underwent a second renovation in 1877 by architect Giulio Podesti. Several works of art on display at Caffè Aragno, including various graffiti panels painted by Italian painter Afro Basaldella in 1950, have been meticulously repaired and tastefully incorporated into the new store design. Fabio Cipolla's "Dawn" and Ettore Ballerini's "Dusk," two massive ceiling paintings from the early 1900s, were also able to be revived and integrated by the teams.


Palazzo Marignoli was the home of Marquis Filippo Marignoli and housed Caffè Aragno, one of Rome's most notable gathering places in its day, frequented by artists, writers, and actors. It was built in 1873 by renowned architect Salvatore Bianchi and underwent a second renovation in 1877 by architect Giulio Podesti. Several works of art on display at Caffè Aragno, including various graffiti panels painted by Italian painter Afro Basaldella in 1950, have been meticulously repaired and tastefully incorporated into the new store design. Fabio Cipolla's "Dawn" and Ettore Ballerini's "Dusk," two massive ceiling paintings from the early 1900s, were also able to be revived and integrated by the teams.

Apple and a team of local restorers partnered to create a deliberate mixture of ancient and contemporary architecture with Via del Corso, similar to past restorations such as Apple Champs-Élysées in Paris, Regent Street in London, and Carnegie Library in Washington, D.C.


The interior has large glass windows that face Via del Corso, enabling natural light to come through. The palazzo's green heart and a vestige of the old convent Santa Maria Maddalena delle Convertite, the shop is centered around a verdant courtyard overflowing with native Camphora trees. Four sets of doors on the first floor lead to an outside planted terrace with jasmine vines and olive trees that gaze into the courtyard, inspired by Roman roof terraces. Inside, guests can see a grand staircase that dates from 1888 and has been restored to its original detailing of locally produced Carrara marble.




Via del Corso joins the 117 Apple Store locations in Europe, spread over 12 countries. Apple has a long history in Europe, employing over 1.8 million people, with over 100 new employment created at the new shop. In total, Via del Corso employs 200 people who speak a total of 20 languages.

According to an Apple press release, Apple Via del Corso will open on Thursday, May 27 at 10 a.m. CEST in Rome.

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