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Shaping Materials: Audemars Piguet announces new exhibition in Milan
By Shivani Dubey | 4 June 2024 | Culture, Design, Wealth
The exhibition will be held at Portrait Milano and will feature an immersive journey into the world of Audemars Piguet
Audemars Piguet has announced a brand new exhibition called Shaping Materials, which will take visitors through an immersive journey of the luxury watch brand’s world. The exhibition will be held at Portrait Milano in Milan from 3 to 16 June, and will also serve to celebrate the city’s culture.
This exhibition is a way to pay tribute to the generations of watchmakers that bring Audemars Piguet to life. Shaping Materials tells the story of Audemars Piguet’s journey, starting with raw materials and their transformation into watch components before being finished by skilled artisans. It will also take visitors through the brand’s evolution in watch design.
Divided into five rooms, the exhibition will showcase a selection of Audemars Piguet’s heritage and contemporary timepieces, including some of the brand’s latest creations — including the newly released [RE]Master02 Selfwinding and Royal Oak Mini Frosted Gold models — and a series of watches for the slenderest wrists. The displays will be accompanied by some edutainment for total immersion and fun.
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Speaking about the exhibition, Audemars Piguet’s chief executive officer Ilaria Resta expressed how Shaping Materials “strongly resonates with the city of Milan.”
“We are delighted to host the brand new exhibition Shaping Materials in Milan, sharing our savoir-faire and our passion for haute horlogerie with watch lovers and novices alike,” says Ilaria. “Its free spirited exploration of materials and shapes, past and present, strongly resonates with the city of Milan — a centre of history, creativity and design.”
This exhibition also complements the opening of the new AP House Milano, which is located in the building of the former Garage Traversi on Via Bagutta. This will “further strengthen the brand’s local ties with the city and the Italian market,” says Ilaria.