(Photo credit: Rolex)
Housed in an entire vertical section of a neo-Renaissance building in Milan, Italy, a Rolex boutique, which opened earlier this year, was designed with a unique feature.
(Photo credit: Rolex)
Rolex has had a longstanding relationship with Milan, a city described by Rolex CEO Jean-Frédéric Dufour as “the commercial and cultural heart of Italy.” Rolex Italia is headquartered in Milan.
As a first ever for Rolex, the architects created a 7-square-meter, or 75-square-foot, room that conceals an elevator. The “moving room” — Rolex’s term — is complete with the display cases and TV monitors typically seen in boutiques. But when activated with a button on the wall, the room travels up and down to private viewing areas located on the upper levels.