All these characteristics are evident in the Apple Store in the Big Apple. Open 24 hours a day, 7 days a week, 365 days a year, the Store immediately attracted the attention of New York residents and tourists alike not only because of the brand's fame but also because of the image of this light, clear box, contrasting so strongly with the buildings around it.
The luminous white apple-shaped logo is the only element interrupting the continuity of the glass panels on the walls of the clear cube. 538 plates of glass and 400 metal rivets make up the geometry of this highly original container, which is actually the entrance to the store proper, located on the retail concourse level below ground.
And so the cube is essentially an icon, a landmark, only apparently without a function. Its lightness and almost ethereal dimension stand out even more strongly by contrast with the stone pavement, for the smooth texture of Italian pietra serena stone creates an orderly, compact background.
The contrast between its heavy, material nature and the light glass structure, between grey stone and clear glass, makes the box even more evocative, especially by night, when the store is entirely lit up. Of course design had to be one of the key features of a store intended to represent the brand. The minimalism of the exterior continues inside, where the emphasis is on the natural colours of the highly original shelving units, which are basically supports.
A single desk more than 13 metres long brings together the functions of Genius Bar, iPod Bar and The Studio, a true creative space.The project cost 9 million dollars.
Laura Della Badia