Apple to open new store in Rome; Apple Arcade gains prominence in store windows

Render da Apple Via del Corso, em Roma

And here we are with the latest news from retail from Apple! Shall we go to them?


Apple’s first recent novelty is the announcement of its next flagship global, brought firsthand by the Italian newspaper La Repubblica.

The company’s future store, to be opened in the spring of the northern hemisphere, will be located in Pomegranate – more precisely, in the historical Via del Corso, one of the main streets in the center of the Italian capital and the heart of the shopping center of the metropolis.

The future Apple Via del Corso will be located on the ground floor of the Palazzo Marignoli, historic building built in the 19th century and very close to the famous Piazza di San Silvestro.

Points of interest in the city, such as the Trevi Fountain, the Pantheon and Piazza di Spagna, are just a short walk away.

The place where Apple will be present was, for many years, home to Caffè Aragno, a cafe that was one of the main meeting places in Rome and owner of the illustrious presence of dozens of Italian intellectuals in the first half of the 20th century; after a period of decay and abandonment, the coffee was definitely closed in 2014.

Render of Apple Via del Corso in Rome

Render Apple Via del Corso | Image: Il Messaggero

The renovation proposed by Apple, as usual in its stores located in historic buildings, will keep the building’s facade intact; the upper floors of the building will be occupied by offices.

THE Foster + Partners, Apple’s usual partner architecture firm, is in charge of the project.

It is worth noting that, with the opening of Apple Via del Corso, Apple RomaEst – the first Italian Apple store, located in a mall on the eastern outskirts of the capital – will be closed.

The space employees will be relocated to the new development, which will be much larger and will bring all the company’s new retail experiences.

Apple’s senior vice president of retail, Deirdre O’Brien, talked about the novelty to La Repubblica:

Our stores have served consumers in Rome for 13 years, and we are excited to announce that our long-term vision for the city will materialize on Via del Corso this spring.

With this all-important new store, we’ll move our RomaEst teams and activities to the center of Rome, where we’ll significantly increase our service capacity and offer free, high-quality sessions from Today at Apple.

We will therefore be connected.

Looks like a good thing is coming!

Norwalk / Stamford

Meanwhile, the Apple SoNo Collection (which we talked about here), located in the city of Norwalk (Connecticut, USA), won an opening date: February 15that 10 am local time.

Apple SoNo

Futura Apple SoNo Collection | Image: 9to5Mac

In addition, Apple announced that with the opening of the new space, one of its oldest stores will close: Apple Stamford, located in the mall of the same name in the city of Stamford (which is next door to Norwalk).

Rumors of closure had already surrounded the store for a few months, considering its old-fashioned and small design, unsuitable for deeper renovations, and the progressive eviction of the mall where it is located.

As usual, Apple will close the old store on the same day as the new one, and move employees from one space to another.

Apple Arcade

Finally, as the 9to5Mac, Apple redecorated several of its stores around the world to give more prominence to Apple Arcade and video game related accessories.

The photos below, from Apple Fifth Avenue, give an example of a Avenue (name given to the internal windows of the Apple stores) redesigned to show the company’s games service.