The pictures definitely don't give it its just credits... I walked by it yesterday and it is really nice.
Quite warmer than previous design, it looks also much better than the other stores in the same building (Zara, Mark&Spencer,) thanks to the "Apple windows " while other stores have these big ugly black frames every few meters.
The numerous trees/chairs give a warmer feeling, and a peaceful one. Away from the concrete of the city it is in.
The ceiling is high, 9m (10yds) while also gives a nice feeling of non oppressive environnement (they are redoing some metro stations in the city using the same concept.... The ceiling goes 3/4 times higher than before, with Windows for real light).
The lighting is also nice. It's homogenous and therefore is closer to natural light. I went by when it was Grey and raining and it did look nicer in there than the other stores.
There is also much less stuff, less shelves on the walls, things like that...
You don't have to go to Brussels to see those changes. Go to the Apple Store on Madison Av. in New York.
The lower level of the store really shows the new way of handling accessories (headphones, cases, cables, etc).
It looks pretty cool but - at least in that particular store - it seems like the product choice is quite limited, eg. not many headphones apart from Beats.
It looks great. That said, it makes me a little uncomfortable to see Apple push even farther into luxury territory and away from their traditional Upper Middle Class positioning. Apple used to be brand-peers with Starbucks / Volkswagen / Crate and Barrel and now they're seem to want to be peers with Mercedes / Coach / Burberry.
In style, fancier is not always better. Ultimately, style is about using visual cues to set boundaries, saying who's in and who's out. And I feel like there are a smaller number of people who feel comfortable in that second world.
It looks great. That said, it makes me a little uncomfortable to see Apple push even farther into luxury territory and away from their traditional Upper Middle Class positioning. Apple used to be brand-peers with Starbucks / Volkswagen / Crate and Barrel and now they're seem to want to be peers with Mercedes / Coach / Burberry.
In style, fancier is not always better. Ultimately, style is about using visual cues to set boundaries, saying who's in and who's out. And I feel like there are a smaller number of people who feel comfortable in that second world.
I assume in the future there will be non-luxury versions of the Applre Watch, just as there are "free" versions of the iPhone now.
I don't mind this look at all. I am a bit surprised that they have cork screw cords running up in view underneath the tables...clean would be better with power hidden inside table legs...sloppy planning IMO.
Also, I can imagine bugs crawling around, on and in computers and other stuff inside the store because of these trees. What a baffling decision on Apple's part... Why, oh, why is Jony Ive being given influence over areas of the company in which he has no expertise? Gads...
It looks great. That said, it makes me a little uncomfortable to see Apple push even farther into luxury territory and away from their traditional Upper Middle Class positioning. Apple used to be brand-peers with Starbucks / Volkswagen / Crate and Barrel and now they're seem to want to be peers with Mercedes / Coach / Burberry.
In style, fancier is not always better. Ultimately, style is about using visual cues to set boundaries, saying who's in and who's out. And I feel like there are a smaller number of people who feel comfortable in that second world.
I see it more like borrowing from them... Then seeking to be like....Gotta remember they "Think Differently."
I don't mind this look at all. I am a bit surprised that they have cork screw cords running up in view underneath the tables...clean would be better with power hidden inside table legs...sloppy planning IMO.
Apple Store tables were like this during Steve Jobs era.
The trees too could serve practical, beneficial purposes. They might help in noise mitigation, improve humidity levels, increase feelings of ease and calm, improve Apple's green credentials (okay, had to add that lol) and introduce beneficial lighting effects (dappled light). They seem to be restricted to a specific zone. This could be achieved by other, built means, however, an interesting touch. I've seen trees used early in some mall developments, only to be removed years later when perhaps they didn't seem sophisticated enough during re-development.
After talking to a few people there during the opening, the trees indeed help to reduce the noise. The light from the big ceiling light also adapts automatically according to outside light so it's always the same level inside. The walls are warm. Literally. Touched it at some point and it was warm. Like the heater comes from there...
Comments
I like the curvier glass. Shame they can't get rid of those seams somehow.
Quite warmer than previous design, it looks also much better than the other stores in the same building (Zara, Mark&Spencer,) thanks to the "Apple windows " while other stores have these big ugly black frames every few meters.
The numerous trees/chairs give a warmer feeling, and a peaceful one. Away from the concrete of the city it is in.
The ceiling is high, 9m (10yds) while also gives a nice feeling of non oppressive environnement (they are redoing some metro stations in the city using the same concept.... The ceiling goes 3/4 times higher than before, with Windows for real light).
The lighting is also nice. It's homogenous and therefore is closer to natural light. I went by when it was Grey and raining and it did look nicer in there than the other stores.
There is also much less stuff, less shelves on the walls, things like that...
I can't wait for the opening tomorrow!
The lower level of the store really shows the new way of handling accessories (headphones, cases, cables, etc).
It looks pretty cool but - at least in that particular store - it seems like the product choice is quite limited, eg. not many headphones apart from Beats.
It looks great. That said, it makes me a little uncomfortable to see Apple push even farther into luxury territory and away from their traditional Upper Middle Class positioning. Apple used to be brand-peers with Starbucks / Volkswagen / Crate and Barrel and now they're seem to want to be peers with Mercedes / Coach / Burberry.
In style, fancier is not always better. Ultimately, style is about using visual cues to set boundaries, saying who's in and who's out. And I feel like there are a smaller number of people who feel comfortable in that second world.
I assume in the future there will be non-luxury versions of the Applre Watch, just as there are "free" versions of the iPhone now.
Release the T-r-oooolls!
I see it more like borrowing from them... Then seeking to be like....Gotta remember they "Think Differently."
Apple Store tables were like this during Steve Jobs era.
I love trees so much I'd put up with bugs.
The trees too could serve practical, beneficial purposes. They might help in noise mitigation, improve humidity levels, increase feelings of ease and calm, improve Apple's green credentials (okay, had to add that lol) and introduce beneficial lighting effects (dappled light). They seem to be restricted to a specific zone. This could be achieved by other, built means, however, an interesting touch. I've seen trees used early in some mall developments, only to be removed years later when perhaps they didn't seem sophisticated enough during re-development.