In the heart of Rome, at the foot of the Spanish Steps in Piazza di Spagna, Hublot opens its first boutique in the Italian capital. The space introduces the Swiss watchmaker’s new architectural concept, developed around the brand’s “Art of Fusion” philosophy and defined by a dialogue between precious materials, reflective surfaces and the historic setting.
Covering 65 sqm, the boutique combines a metropolitan character with a more intimate and welcoming atmosphere. The project preserves the historic façade while introducing a contemporary interior language that brings together marble, ebony, glass, mirrors and metal.
The Hublot architectural concept
The project interprets the brand identity through a rich but controlled material palette. Marble and ebony introduce warmth and texture, while glass, mirrors and metal surfaces create depth and reflections throughout the interior.
These materials establish a dialogue with the historic setting of Piazza di Spagna and with the existing façade, preserved as an element of continuity with the surrounding architecture. The contrast between the historic envelope and the contemporary interior therefore becomes one of the defining elements of the project.
The watch showcases are integrated into the interior architecture and highlighted by focused lighting, while dark and reflective surfaces provide a restrained backdrop that directs attention towards the collections.
A compact and intimate boutique
The compact dimensions contribute to an intimate environment, where the customer journey develops in close relationship with the showcases and display elements.
Warm lighting, integrated furniture and the combination of tactile and reflective surfaces reinforce the perception of a compact interior designed to focus attention on the collections and the identity of the Maison.
The international concept arrives in Rome
The Rome boutique forms part of Hublot’s international retail development, which began with the opening of its first boutique on rue Saint-Honoré in Paris in 2007. In the following years, the brand introduced its architectural concept in several international cities, including New York, Paris, London and Geneva.
In 2019, the Piazza di Spagna boutique represented Hublot’s fourth location in Italy, following Milan, Porto Cervo and Capri, bringing the architectural language developed for the brand’s international retail network to Rome.
by AN Shopfitting Magazine no.152 ©