Pisa 1940 and Promemoria announce LABox, the first 'workshop in a box' on the street, on the occasion of Milan Design Week 2025.
From 7 to 13 April, a real watchmaking workshop will be set up at Via Montenapoleone 16, available to the public at Milan Design Week. It is LABox, which is the result of a joint venture between two historical realities, strongly linked to the territory, such as Pisa 1940 and Promemoria.
The first mentioned is a historic watch and jewellery retailer, established in Milan in 1940 as a watch workshop and growing at the pace of the city to the point of becoming a reference point for collectors all over the world. The second is a benchmark company in furniture design, faithful to tradition but ready to embrace novelty and the needs of the audience, adapting them to a distinctive style and impeccable technique.
Two companies united by the same values, namely passion for their work and the desire to achieve excellence putting it at the service of the community. In fact, this project stems from the desire to open a workshop on the road, letting enthusiasts or the merely curious experience the unique experience of disassembling and reassembling a mechanism, guided by a technician, within a cosy, wooden environment that modernises the old watchmaking workshops.
LABox: a unique opportunity for visitors to Milan Design Week and beyond
The workshop will be set up at Via Montenapoleone 16, thanks to the joint venture between Pisa 1940 and Promemoria.
LABox is therefore an invitation to rediscover the value of craftsmanship, to 'use your hands', trying to become a technician for a day. A space open to the public that allows us to unveil that which is not usually seen and which is instead worth sharing, because it is a declination of that 'savoir-faire' for which our country is celebrated throughout the world.
The space has also been designed as a meeting place, which is why a more convivial area has been set up where one can sit and have a chat, carving out a relaxing moment during the chaotic days of the Salone del Mobile. This aspect also echoes the philosophy of Pisa 1940 and Promemoria: companies, shops, are open spaces, places where different histories and cultures intertwine thanks to to the communion of values and passions.
Promemoria has therefore created a space that perfectly combines functionality and design, designed to celebrate the art of watchmaking. The custom-made counter recalls the classic workshop table, while the floor inlaid with the mechanism of a clock recounts the craftsmanship and excellence of the materials. A mix of tradition and innovation that pays tribute to the passion of both brands. You can book your slot online, via the site www.pisa1940.com or directly on site.
