Panerai is the product of distinct traditions rooted in two countries: the sophistication of Swiss watchmaking artistry and an illustrious history of design inheritance from Italy. Situated at 21 Rue du Rhône in Geneva, in one of the most prestigious streets in the world, Panerai proudly unveils its unprecedented flagship store concept named “Modularità Espressiva”: two whole floors characterized by innovative modularity and Italian design blend physical and digital features to deliver a unique sensorial experience. Upon entering the boutique, Panerai’s iconic luminous green wall clock may be the first element to grab customers’ attention, but one of the most striking novelties is the presence of a large videowall on which product can be impressively projected and magnified. TV screens and touchscreen monitors are also available to display details that are of interest, while glassless lightbox displays break down the barrier between customer and product and invite them to interact with the watches.To reinforce this principle of experiential interaction, underneath the staircase leading to the second floor is a corner dedicated to the Laboratorio di Idee, a wall with portholes that “allows customers to touch and see Panerai’s philosophy of creating and developing new materials and movements in a transformative and sustainable way” states Creative Director Alvaro Maggini. This core vision comprised of sustainable building and transformation is echoed in the modular lounge on the second floor. A stunning room with Italian furniture and iconic design pieces adorn the bright space, complemented by Italian literature and design books and, of course, some of the most prestigious high complication and special edition Panerai references. The lounge can undergo a rapid transformation and become an elegant dining room in occasion of press and client events. When not in the lounge, clients are invited to visit the next-door bar area. The bar in Art Deco style comprises one of the main elements in this area, a dual space that functions both as a café and drinks bar as well as an interactive rotating shelf through which customers can play and discover their favorite strap and case combination. A moveable platform follows the curve of the bar and allows customers to enjoy an Italian coffee or signature aperitivo during the experience. The bottom of the bar structure is composed of ten containers holding ten different coffee beans from around the world, turning a core component of Italian culture and habit into an impressive piece of art. An original Vespa from 1956 and a beautiful library housing glassless product displays and Italian vintage elements complete the setting. A modular stand-alone display shelf area can be used to highlight the novelties of the moment or major partnerships: when needed however, these shelves can be folded down onto themselves to create further walking space. The peak of the floor’s animation however is in the shape of a curious periscope, behind which customers can see relevant Panerai stories unfold. This new creative concept, “Modularità Espressiva”, will be soon adopted in Panerai boutiques all over the world, redesigning the brands’ relationship with its customers.