After previously announcing a July 26th grand opening date in an interview with SVP Angela Ahrendts, Apple has now revealed an impressive collaboration with 21 artists to celebrate their new Piazza Liberty retail store in Milan, Italy.

12" MacBook

As expected, “Cosa farai domani, Milano?” or “What will you do tomorrow, Milan?” is the slogan Apple chose to promote their new store. Yesterday evening, workers covered Piazza Liberty’s glass fountain and entryway with large banners displaying a colorful Apple logo formed from a collage of art styles. A white barrier surrounding the square bears the slogan, with each letter featuring work from one of the 21 artists. An accompanying message is similar to the description found on the updated website for the store:

Every day in Milan artists, designers, photographers, video makers and musicians reinvent the future. We asked some of them what they will do tomorrow, and here is their answer: a snapshot of the creative energy of this city. Here in Piazza Liberty you will soon meet new talents, and by participating in the Today at Apple sessions you will find inspiration for everything you want to do as well.

Each artist featured by Apple in the campaign created artwork that is displayed online alongside a description of the piece and a short artist biography. Apple has also highlighted the tools and apps each used to create their work. The art spans a variety of creative disciplines from digital painting to animation. Here’s a full list of the artists Apple has featured along with links to their work:

Valerio Sommella, product designer

Camilla Ferrari, photographer

Burrnd/Ruggiero Colonna Romano, illustrator

Charlie Charles, musician

Elena Xausa, illustrator

Bea De Giacomo, photographer

L I M /Sofia Gallotti, musician

Olimpia Zagnoli, illustrator

Martina Pastori, director and filmmaker

Karol Sudolsku, digital designer

Caterina Viganò, filmmaker

Giuliano Buttafuoco, illustrator

Arthur Arbesser, fashion designer

Gio Pastori, illustrator

Giorgio Di Salvo, designer and musician

Cristian Acquaro, digital designer

Piotr Niepsuj, photographer

Mecna/Corrado Grilli, musician and graphic artist

Bianca Bagnarelli, cartoonist

Stefano Colferai, animator and illustrator

Elena Salmistraro, product designer

In addition to the online promotion, Apple is hosting several special Today at Apple sessions with the featured artists in Piazza Liberty beginning next week. Kicking off opening day will be live music by L I M. The concert will be the first event to make use of the store’s large amphitheater that descends below the plaza to the retail space below. Live Art, a Photo Lab, and an illustration session will round out the week. Visitors can sign up for the events beginning on July 20th.

View this post on Instagram

Ci siamo finalmente …..

A post shared by Andrea (@piramide74) on

Apple has a history of collaborating with local artists for the opening of new stores, and a location as impressive and highly anticipated as Piazza Liberty is certainly fitting for one of their most comprehensive collaborations to date. Apple originally teased the arrival of Piazza Liberty’s store over a year ago, and construction progress has been enthusiastically documented by Milanese citizens ever since. Over the past few weeks, crews have been working around the clock to finish the store’s many highly custom design details for a seamless grand opening. Unpaved sidewalks and rough scaffolding have been polished off in just the last few days. Apple Piazza Liberty opens on July 26th at 5:00 P.M.

Follow along with our retail guide for more Apple store news.


Check out 9to5Mac on YouTube for more Apple news:

About the Author