Audemars Piguet is to open a new concept store in Manchester after planning documents were submitted for the conversion of a building on King Street in the city.
After first revealing plans to open a new store in Manchester last year, the Swiss brand has now submitted a proposal to take over the 13,000 sq ft space at the pedestrianised 35 King Street, to expand its AP House concept in partnership with Watches of Switzerland.
Once open it would become part of the global network of AP House lounges in cities such as London, New York and Toyko.
The stores are usually run directly by the manufacturer, and designed to elevate the retail experience, quite literally, above traditional stores on the street and into luxurious lounges on upper floors.
35 King Street comprises four floors which will be converted into ‘high quality retail space’ based on a townhouse concept, once a refurbishment is carried out.
The building has been empty since 2020 when previous occupant Jack Wills moved out.
The planning application stated that the objective was to create a space ‘reflective of the heritage setting’ and has submitted a change of status for the roof terrace to enable client consultations and for use as an external amenity space.
Manchester City Council ‘broadly welcomed’ the scheme last November during a meeting to discuss the proposals.
Plans for the new AP House lounge in Manchester were first revealed in May last year.
This will be the first time that Watches of Switzerland has experimented with the new concept of meeting clients in a lounge environment, rather than a traditional store.
The first AP House lounge in the UK was a joint venture between Arije and AP for a boutique on Sloane Street in London’s Knightsbridge.
There are currently 13 AP Houses around the world in Bangkok, Barcelona, Hong Kong, London, Madrid, Milan, Munich, Shanghai, St. Barths, Tel Aviv, Tokyo, New York and Zurich.
Pictured is AP House lounge in Los Angeles.
