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In July 2017 the Patek Philippe boutique opens its door to a new space of over 300 square meters, on two levels, overlooking a polygonal square dominated by the Knights of Calatrava – the symbol of the watchmaker. Vittorio Carena, architectural designer of the new boutique, worked closely with the Swiss brand’s architects to reinterpret Patek Philippe’s corporate concept in a unique way.


Among the on-site projects with Pisa Orologeria there is the Vacheron Constantin boutique in Milan, also on Via Verri – a new space dedicated to the Time that will rise in what we can now call the “Via del Tempo”, the Terrazza Rolex and the new Pisa corporate offices.


Vittorio Carena’s innovative approach to interior design for the world of luxury retailers is essentially related to materials and technology, which have to interact with universal architectural concepts and at the same time be functional for commercial purposes. Peter Marino, Rem Khoolass and David Chipperfield are his reference figures. In Vittorio Carena’s portfolio there are also private residences in Milan, Buzios and Paris; nightclubs in collaboration with other industry architects; and numerous Master Plan Layout consulting services (including San Pellegrino and City Life Spas).

Vittorio Carena is the principal of VCS Studio, Milan–based architecture firm founded in 2010. Widely credited with redefining modern luxury through equal emphasis on architecture and interior design, the work of VCS Studio includes luxury retail, residential, hospitality and digital projects national and international scale. 

With a solid background in humanities, a degree in Scenography at the Brera Academy of Fine Arts and one in Interior Design at in Milan, this young creative talent has been developing projects with strong personality for over 10 years, in a continuous dialogue between art and design. His career collaborating on designing retail & design premises in the luxury fashion industry.


Among the most unconventional projects, his studio executes the Tom Rebl Flagship Store in Osaka after having also designed the project for the brand’s first pop-up store in Tokyo and the corporate showroom in Milan.

Being used to working in different fields such as fashion, design and entertainment, Vittorio Carena takes on the position of Art Director for Pisa Orologeria and along with its team he takes care of designing all the boutiques of the group: Pisa Orologeria Flagship Store, Patek Philippe and Vacheron Constantin.


The Pisa Flagship Store on Via Verri is inaugurated in January 2016, under the design of the Vittorio Carena Studio. Three floors and 1200 sqm of elegance, avant-garde and solemnity. A small family boutique is transformed into an international Palace of the Time that has become a point of reference for fans and watch collectors.

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