Apple Campus 2 planning video touted green efforts to create the "office of the future"
A video detailing Apple's new Campus 2 project, first shown at city planning commission meeting in October, has been published for everyone else to view in a higher quality version.
The October video presented architect Norman Foster, along with other project team members, discussing the beginnings and future implications of Apple's huge undertaking. Foster notes that the now-famous circular "spaceship" structure wasn't in the original plans.
"It didn't start as a circular building, it really grew into that," Foster says in the video. "So the idea of one building with a great park was really borne out of a very intensive process."
Foster said he was contacted "out of the blue" in 2009 by late Apple cofounder Steve Jobs, who asked for help with the project. According to Foster, Jobs requested he be thought of as part of the team rather than a client. Foster recalled that Jobs still thought of California as "the fruit bowl of America," and wanted Campus 2 to reflect the orchard landscapes he remembered as a child growing up in the area of Cupertino.
A large part of Apple's plan, according to Apple's senior arborist David Muffly, is to bring California back to Cupertino. The former HP Pruneridge campus where Apple's new Campus 2 is being built was covered in surface parking lots decorated with non-indigenous trees, many of which were poorly adapted to the local climate.
Apple has been transplanting the strongest of the existing trees to be replanted on the site, where they will be augmented with sturdy species and small fruit orchards that will flourish to create large open expanses of greenery.
Apple VP of Environmental Initiatives Lisa Jackson reiterated that 80 percent of the site will be "green space," while the main building will be able to go without air conditioning or heating for 75 percent of the year, thanks to natural ventilation. Further, 100 percent of the campus' energy will be sourced from renewable assets like solar power and bio fuels.
The content of the video was brought to mind this morning after Apple unveiled a new "Better" video narrated by the company's chief executive Tim Cook, drawing attention to the work Apple puts into both its products and concern for the environmental impacts related to large scale manufacturing.
"Better. It's a powerful word, and a powerful ideal," Cook says in the new video. "It makes us look at the world and want more than anything to change it for the better. To innovate, improve, to reinvent. To make it better."
The October video presented architect Norman Foster, along with other project team members, discussing the beginnings and future implications of Apple's huge undertaking. Foster notes that the now-famous circular "spaceship" structure wasn't in the original plans.
"It didn't start as a circular building, it really grew into that," Foster says in the video. "So the idea of one building with a great park was really borne out of a very intensive process."
Foster said he was contacted "out of the blue" in 2009 by late Apple cofounder Steve Jobs, who asked for help with the project. According to Foster, Jobs requested he be thought of as part of the team rather than a client. Foster recalled that Jobs still thought of California as "the fruit bowl of America," and wanted Campus 2 to reflect the orchard landscapes he remembered as a child growing up in the area of Cupertino.
A large part of Apple's plan, according to Apple's senior arborist David Muffly, is to bring California back to Cupertino. The former HP Pruneridge campus where Apple's new Campus 2 is being built was covered in surface parking lots decorated with non-indigenous trees, many of which were poorly adapted to the local climate.
Apple has been transplanting the strongest of the existing trees to be replanted on the site, where they will be augmented with sturdy species and small fruit orchards that will flourish to create large open expanses of greenery.
Apple VP of Environmental Initiatives Lisa Jackson reiterated that 80 percent of the site will be "green space," while the main building will be able to go without air conditioning or heating for 75 percent of the year, thanks to natural ventilation. Further, 100 percent of the campus' energy will be sourced from renewable assets like solar power and bio fuels.
The content of the video was brought to mind this morning after Apple unveiled a new "Better" video narrated by the company's chief executive Tim Cook, drawing attention to the work Apple puts into both its products and concern for the environmental impacts related to large scale manufacturing.
"Better. It's a powerful word, and a powerful ideal," Cook says in the new video. "It makes us look at the world and want more than anything to change it for the better. To innovate, improve, to reinvent. To make it better."
Comments
wish all companies would invest their profit into their office space like this, i wish my environment was that clean.
Profit is the stuff you put in the bank. This is operating expenses. $5 billion worth.
And why does AI still have the old iOS 6 keyboard?
Can't wait for it to be finished.
Can't wait to see the pictures journalists take right before the keynotes, with that incredible view on the spaceship from the conference building.
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Can't wait to see a long movie about the construction.
I'm very fond of AI....and I know this is a "first world" problem, but why can't I watch the video in landscape on my iPhone? (Or is it just me?)
And why does AI still have the old iOS 6 keyboard?
It's just you. It plays fine on my iPhone 5.
Yep, ur right, thx...I just tried it again (4s, ios7) and it plays in landscape. Hmmm.
Profit is the stuff you put in the bank. This is operating expenses. $5 billion worth.
Operating expenses on which a small part ($5B) of those profits is spent—an amount which Apple can easily afford, and which will be well spent considering its huge impact on future enhanced efficiencies of operation for Apple, enhanced PR both locally, nationally, and internationally, and on the dramatically increased value of that particular parcel of real estate, not only to Apple, but to Cupertino, its county, and the state of California, to say nothing of Silicon Valley and the nation. It's yet another product of the best technology company on the planet.
Totally agree and would add that it also serves as an employee retention benefit.
Profit is the stuff you put in the bank. This is operating expenses. $5 billion worth.
Operating expenses on which a small part ($5B) of those profits is spent—an amount which Apple can easily afford, and which will be well spent considering its huge impact on future enhanced efficiencies of operation for Apple, enhanced PR both locally, nationally, and internationally, and on the dramatically increased value of that particular parcel of real estate, not only to Apple, but to Cupertino, its county, and the state of California, to say nothing of Silicon Valley and the nation. It's yet another product of the best technology company on the planet.
You can call it Operating or Advertising expenses. Its some kind of investment for the future. Who cares. I would rather AAPL spend $5B on this kind of operating/advertising expense than the $16B Samsung spends on mud slinging ads.
When a company gets powerful, very profitable and has lots of money in the bank, it easily draws criticizm for being so wealthy and people want to "stick it to the man". It was brilliant as far as I am concerned when Tim Cook told NCPPR to go pound sand, at a recent investor meeting, for criticism on spending money on things which don't help the bottom line (such as this).
Is this all part of a brilliant pre-emptive PR plan? It could be. Think different.
I know where I'm going when the zombie apocalypse begins ...and I don't care that Its 80% glass.
Am I the only one who thought of this when watching this video? LOL
Oh to see a video of the conversations between Foster and Jobs. When egos collide!!
Yep, ur right, thx...I just tried it again (4s, ios7) and it plays in landscape. Hmmm.
It will only play in landscape when you play the video in the main article. If you play it in the forum, it is portrait only.
Thx Ben. I couldn't figure it out!
Best
Thx Ben. I couldn't figure it out!
Best
Grrrr...you're welcome.
How is this campus going to be green when everybody will be driving to work?