Apple just took the wraps off its new San Francisco store. The new store is just as everything else Apple is – a statement of thinking and being different. The venue in Union Square illustrates Apple’s new design plans, including Genius Grove and other great features.
Situated across the Union Square Park, it has two 42-foot sliding glass doors, a 6K video screen, living trees, a backyard “forum” opened 24/7, with a 50-foot green wall; a restored fountain of local sculptor Ruth Asawa, and, of course, free Wi-Fi.
The store is designed in partnership with Fosters and Partners and it is the company’s flagship store. The scale and lengths of the building show how far Apple is willing to go to exhibit its beliefs and inspire awe.
At a press preview, Angela Ahrendts, Apple’s retail VP, told the attendants they see the San Fran store as their “largest product” and that their focus is on community integration – for the place to become “one with the community.”
Apple stores don’t generate the money the company’s online counterpart does, not even close, but they represent an embodiment of the way Apple communicates, they are the footprint Apple leaves around the world.
With this store, Apple has introduced a few changes it will implement later in all the other locations. One of these changes is the Genius Grove, an area with live trees and open space designed for customer support.
Another feature is the “windows” or the displays of interactive themes from iPhone photography, Apple music and iOS apps intended to change with the seasons.
They also have a reproduction of a conference room where startups or small business owners can come and get advice from developers or other entrepreneurs.
The 6K screen is destined to host creative sessions of musicians, photographs, gamers, artists of all sorts. The screen will also be used to present Apple Music exclusive debuts.
The 42-foot sliding doors double as windows. These doors can open and become, what the store designers have had in mind for the entire store to be – “an extension of the city itself.”
Apple is aware of the impact the architecture of buildings has in the community, so it used transparency to break barriers and blend the San Francisco store with the outside and the rest of the city.
Apple wants people to come together and create, to say “Hey, meet me at Apple.”
Image source: Zimbio