The third boutique of the high-end Florence watch brand Panerai opened in Seoul, with the participation of architect Patricia Urquiola.

 Panerai Store is located in Myeongdong, Lotte Department Store in the downtown business district of Seoul. It is a famous high-end tourist shopping mall. The 50-square-meter store showcases a variety of watches from the Florentine brand Panerai.
 The well-known Spanish designer Patricia Urquiola reinterprets the aesthetics and craftsmanship of Panerai’s professional watchmaking, 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 giant wall clock on the entrance wall of the store showcases the brand’s unique design. This unique design is still a unique feature of the brand, marking the brand’s tradition and history.

 On the right side of the entrance, the oversized picture of Florence Cathedral, which reminds customers that the brand is rooted in Florence. The new store respects the philosophy and history of the brand in terms of design concepts and materials, presents Panerai’s Florentine roots and the deep roots of the brand and the sea, and commends Panerai for providing accurate and reliable equipment for the Italian navy commando from the 1930s to the 1950s. Become an important role in the history of famous youth.
 The unique elements chosen by Patricia Urquiola in the new store include walnut, calacatta luccicoso, polished brass, bronze, and special wave-shaped transparent glass, which evokes the mood of a boat sailing on the vast ocean.

 Bronze chandeliers combined with detailed wooden sales counters represent the performance of Sea World and sailing ships. One of the shop’s display windows has an extended, long design inspired by the deep-sea world.
 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 South Korea’s Lotte Department Stores, Urquiola Studio is also responsible for the newly opened or redesigned stores in Paris, Florence, Hong Kong, New York, Milan, Miami, Beijing and Taiwan.
 With the opening of Urquiola-designed and refurbished specialty stores, Panerai’s total number of global specialty stores is now 67, of which 3 are in South Korea.