{"id":165460,"date":"2010-01-11T08:57:48","date_gmt":"2010-01-11T13:57:48","guid":{"rendered":"http:\/\/theappleblog.com\/?p=38725"},"modified":"2010-01-11T08:57:48","modified_gmt":"2010-01-11T13:57:48","slug":"retail-rumors-apple-to-build-new-prototype-store","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/165460","title":{"rendered":"Retail Rumors: Apple to Build New Prototype Store"},"content":{"rendered":"
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\"\"<\/a>\u201cDream bigger<\/a>,\u201d Steve Jobs told a Disney executive as they discussed plans to reinvent the media company\u2019s retail outlets. He insisted Disney develop a prototype store, much as Apple did before it launched its first brick-and-mortar outlet at Tysons Corner, Virgina, in May 2001. As the majority shareholder it\u2019s in his best interest, of course, for Disney to be successful, but you have to imagine he\u2019d offer the same advice to anyone.<\/p>\n

Well, it has been almost nine years since Apple got into the retail store game and with Microsoft blatantly copying Apple with their recent move into retail, it\u2019s time for a change. As last week drew to a close, clues emerged suggesting Apple is looking to reinvent its retail store design, and once again it’s developing a prototype. This time, however, it\u2019s not tucked away in an aircraft hangar at Area 51, but can be found at 340 University Ave, Palo Alto.<\/p>\n

On Friday SiliconValley.com reported<\/a>:<\/p>\n

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[Apple] will build an Apple Store that project developers referred to in planning documents as “a new prototype for the company.” The facade will be entirely transparent at ground level, vast skylights will flood the store with natural light, and trees will grow inside, fed by the sunlight from above.<\/p>\n<\/blockquote>\n

It sounds so beautiful. Quite unlike the building that currently<\/em> stands at 340 University Avenue;<\/p>\n

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Not much to look at now, but, give it time… Image from Google Maps<\/p>\n<\/div>\n

According to the report the architectural review board voted unanimously to approve the plans which, although referred to as a \u201crenovation,\u201d include completely demolishing the facade and roof of the building. It seems the structure has been altered so many times in recent years it doesn\u2019t qualify for historic protection.<\/p>\n

The plans credit architectural firm Bohlin Cywinski Jackson — the same firm behind Apple\u2019s iconic Fifth Avenue store in New York, whose entrance resembles a giant transparent-cube. SiliconValley.com\u2019s Will Oremus says several sources have told him Apple is behind the project, while Alexander Lew, chair of the arhitectural review board, said:<\/p>\n

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Apple is pretty secretive\u2026 But at the same time, when you look at it, the design is pretty unique. …I think a lot of people have kind of guessed.<\/p>\n

The whole design is inside-outside, with everything completely exposed. With the huge skylight, there’s going to be lots of daylight and it will feel more like an atrium inside. … We’re excited about the project.<\/p>\n<\/blockquote>\n

Naturally, Apple declined to comment on the plans. Shocker, eh? Thankfully, the proposal includes some tantalising descriptive prose detailing the vision for the new store, the beginning of which should sound familiar to anyone who has ever visited an Apple store.<\/p>\n

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The proposed store is a new prototype for the applicant. Fully half the function of the store serves to provide education and service to business as well as customer patrons in addition to product sales. The store is a commons for the applicant’s community to gather.<\/p>\n

[The all-glass store front] dissolves the boundary that traditional store facades create. By not breaking the horizontal ground plane of the sidewalk with opaque wall or landscape element, for example, the street is made part of the store’s interior; the pedestrian is in the store before entering it.<\/p>\n<\/blockquote>\n

Of course, we don’t know absolutely for sure<\/em> if Apple is responsible; I suppose<\/em> this could be Microsoft\u2019s doing. And while we\u2019re at it, Apple\u2019s much-rumoured-tablet might<\/em> run Windows 7 and<\/em> feature a hardware keyboard and built-in fax machine.<\/p>\n

I\u2019m trying to imagine what makes this \u201cprototype\u201d so special and new. Aside from the interesting aesthetics (Apple does like its glass-walled cathedrals<\/a>) what will make this store different?<\/p>\n

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The NYC Upper West Side store has been likened to a Cathedral. Image by Apple, Inc<\/p>\n<\/div>\n

Are we talking the tried-and-trusted Scandinavian furniture we see today in all other Apple stores, or will we be treated to a complete<\/em> overhaul? Touch-enabled surfaces everywhere? More room dedicated to iPods and iPhones? A new Tablet Bar?<\/p>\n

I\u2019m holding out for a luxurious coffee bar in every Apple Store 2.0. If it did that, I could practically live<\/em> in my local Apple Store. What would you change in yours? Share your ideas, and coffee-cravings, in the comments below.<\/p>\n

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\u201cDream bigger,\u201d Steve Jobs told a Disney executive as they discussed plans to reinvent the media company\u2019s retail outlets. He insisted Disney develop a prototype store, much as Apple did before it launched its first brick-and-mortar outlet at Tysons Corner, Virgina, in May 2001. As the majority shareholder it\u2019s in his best interest, of course, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-165460","post","type-post","status-publish","format-standard","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/165460","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/comments?post=165460"}],"version-history":[{"count":0,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/posts\/165460\/revisions"}],"wp:attachment":[{"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/media?parent=165460"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/categories?post=165460"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mereja.media\/index\/wp-json\/wp\/v2\/tags?post=165460"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}