The indoors feels like outdoors - Apple's New San Francisco Store
The big new flagship store isn't just located in Union Square - it feels like it's part of it. Harry McCracken reviews the new space for Fast Company.
19 May 2016
| Lacey Glave
|
via
Fast Company
"The big new flagship store isn't just located in Union Square - it feels like it's part of it.
Long before I visited the new "global flagship" Apple Store in San Francisco's Union Square, I was reasonably sure of some of the elements it would feature. Such as long tables displaying Apple devices, tasteful shelves of third-party products, an area for Geniuses to do their troubleshooting, and a glass staircase or two.
What I didn't know - and what struck me more than any other aspect of the store when I attended a press preview this morning - was that so many of the store's walls would be built out of glass that the scene outside would be part of the experience of being inside.
One of the best things about Apple Stores is that they usually manage to pull off a surprisingly low-key, civilized personality despite being so often mobbed with shoppers.
The new location has what she called a Genius Grove - a more open, high-profile space with greenery and plenty of seating. On the opposite side of the Grove, there's the Forum - a sizable chunk of the store devoted to education, with a giant screen, seating, and nothing else."
Long before I visited the new "global flagship" Apple Store in San Francisco's Union Square, I was reasonably sure of some of the elements it would feature. Such as long tables displaying Apple devices, tasteful shelves of third-party products, an area for Geniuses to do their troubleshooting, and a glass staircase or two.
What I didn't know - and what struck me more than any other aspect of the store when I attended a press preview this morning - was that so many of the store's walls would be built out of glass that the scene outside would be part of the experience of being inside.
One of the best things about Apple Stores is that they usually manage to pull off a surprisingly low-key, civilized personality despite being so often mobbed with shoppers.
The new location has what she called a Genius Grove - a more open, high-profile space with greenery and plenty of seating. On the opposite side of the Grove, there's the Forum - a sizable chunk of the store devoted to education, with a giant screen, seating, and nothing else."
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