‘What is the future of cities, of retail? What do you want in five or ten years’ time? What should it be like when you go into a city? Do we need a shop? It is a really fundamental question: “What is your vision for the future?”’ ‘A lot of the discussions that we have with Angela are almost philosophical,’ says Behling. But ventures such as Apple Michigan Avenue go some way in proving that the brand’s agenda isn’t perhaps as cynical as believed. ![]() Of course, there’s the usual smattering of criticism being levelled at the tech giant. A long-term collaborator, Foster + Partners was responsible for the design of Apple’s first ‘global flagship’, opened last year in Union Square, San Francisco the redesign of the London flagship and its new spaceship-like HQ in Cupertino. ![]() Every one is a little design evolution,’ Behling explains. ‘If you really study the stores of the last five years, they all are almost like a product. Entirely brand new to the Chicago store is the Genius Gallery, comprising bleacher-like granite steps with cushion seating overlooking the Forum and 6K screen below. Instead, much of its square footage is dominated by features from Apple’s Town Square retail blueprint, including the Genius Grove, a leafy, revamped version of its Genius Bar The Boardroom, where business customers can network or receive advice and training The Forum, an amphitheatre-like space that hosts a 6K video wall and the brand’s Today At Apple programme and The Plaza, an outdoor seating area with free WiFi that is open to the public 24/7. Those were his words.’ To wit, one of the most striking traits of the store is how little space is dedicated to products. ‘When Steve opened up the very first store, he told all of the teams and everyone that was hired for those 16 years of commerce that the purpose of Apple Retail was “to enrich lives”. ‘We look forward and envision forward – but I would also say we also look backwards,’ explains Ahrendts. Since taking the helm of Apple’s retail offerings in 2014, Ahrendts has been championing connection, creation and collaboration in-store – the foundations for these, of course, were carefully laid by Steve Jobs. The new store heralds the next chapter for the brand’s retail evolution, first touted at the Apple keynote last month Angela Ahrendts, Apple senior vice president of retail. To make something look really simple is sometimes incredible work.’Ī post shared by Wallpaper* photo posted by on that’s what Jony and everyone does all the time. ‘It looks like a “nothing” detail, but the work, the obsession. There are hundreds of models to get this curve right, explains Behling of the limestone walls. True to form for Apple, the attention to detail is almost fanatical. The architect says that ‘connoisseurs’ will recognise design elements in Michigan Avenue from Apple Park: the stone is the same used in the Steve Jobs Theater, for example, while the timber benches in the plaza are exact replicas of their Park counterparts. ![]() Inside, it’s a textural treat, from the white oak ceilings to the Castagna limestone walls. ‘That was a special problem about this particular location that we felt very strongly about fixing.’ Here, it was all about breaking down the barrier,’ says Behling, whose firm worked closely with the City of Chicago on the project. ‘All of the locations are completely different. There’s a palpable sense of inclusivity at Apple Michigan Avenue, from its design to the services offered in-store: ‘The Chicago Series’ programme – co-created with local non-profits and creative organisations – is intended to foster community spirit.
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