Kevin Bostic
A new report holds that Apple is looking for fresh design input for its celebrated line of retail outlets, and that the iPhone maker has turned to the company responsible for its forthcoming "spaceship" campus.
Apple is said to have tapped Foster + Partners for a fresh take on its Apple Stores, according to a new report on Wednesday from Marketing. Sources close to the project reportedly said the two companies are collaborating on future Apple Store designs.
Foster + Partners is behind the design of Apple's new Campus 2 design for its upcoming corporate headquarters.
The two companies have worked together before, with Apple tapping Foster + Partners for the design of its "spaceship" campus, which Apple is expected to move into in 2016. That project, initially priced at $3 billion, has reportedly ballooned to $5 billion, though cost-cutting efforts are thought to be underway.
Foster + Partners' previous work includes the McLaren Technology Centre and New York's Hearst Tower.
Apple in the past has worked with Bohlin Cywinski Jackson, Foster + Partners' rival, on its Apple Store designs. BCJ is the firm behind Apple's iconic Fifth Avenue store in New York, and the Regent Street location in London.
Apple secured a trademark on the distinctive design of its retail outlets earlier this year. Apple's stores have gone from novelty retail outlets to something approaching a community center, according to Apple CEO Tim Cook. The retail locations saw 120 million visitors in the fourth quarter of last year, with some locations so heavily-trafficked that Apple is closing them to move them into larger spots.
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Apple needs to move into famous landmarks like opening a store in the Leaning Tower of Pisa, The Great Pyramid, The Vatican, The Louvre, etc.
Apple needs to move into famous landmarks like opening a store in the Leaning Tower of Pisa, The Great Pyramid, The Vatican, The Louvre, etc.
Yeah, sure... Have you been to the Leaning Tower of Pisa? After that they could open one in Big Ben, and one in The House of Commons. Oh, and how about one atop Kilimanjaro?
Apple needs to move into famous landmarks like opening a store in the Leaning Tower of Pisa, The Great Pyramid, The Vatican, The Louvre, etc.
They'd have to straighten the tower and aluminize the Louvre, and the French and Italians would hate that.
But imagine the Great Pyramid covered with four huge, perfect sheets of anodized aluminum…. And a brushed concrete stone at the top.
Apple needs to move into famous landmarks like opening a store in the Leaning Tower of Pisa, The Great Pyramid, The Vatican, The Louvre, etc.
I'm going to assume that's a weak attempt at being funny. Even if not, that's a terrible idea. People don't suddenly decide when they're touring the Vatican or the Great Pyramids that they suddenly need a computer, phone or iPad and they have to have it right now, although Apple does actually have a store in the Louvre (I think it's in the underground entrance near a museum shop).
As for bringing in new architects to rethink that Apple Store concept, I think that's a good idea. For all the hype, what is an Apple Store? It's a big room with parsons tables, concrete floors (usually) that are hard on one's back and lighted displays on the walls along with the Genius desk and the ability to take orders on the floor. What was unique about these stores when they first opened was the fact that all the hardware was available for practical use. That's still rare in other retail environments. In Best Buy, for example, the computers aren't generally connected to the Internet and the few that are have passwords on them.
But when it comes down to it, what's so special about a parsons table and a lighted display?
What Apple doesn't demonstrate today is the integration between devices. Macs are on a separate table from iPads which are on a separate table from phones, etc. Apple needs to show how these all work together and how they work with other devices, Apple as well as 3rd party, in the home, office and on the road. For example, is there anywhere in an Apple Store where one can see Airplay demonstrated? Is there anywhere where they show how 2nd screen applications work in conjunction with a TV show? Is there anywhere where they even demonstrate how iCloud (supposedly) keeps devices in sync? Is there anywhere where they show how in iPhone can work in conjunction with an car's audio system? Etc.
Apple needs to move into famous landmarks like opening a store in the Leaning Tower of Pisa, The Great Pyramid, The Vatican, The Louvre, etc.
Well they kind of already are in the Louve. The entrance to the store is just past the inverted pyramid underground