Upcoming Union Square Apple Store next to feature massive 37-foot display

in General Discussion edited May 2016
Construction crews building out Apple's San Francisco flagship store at Union Square have much to do before a planned opening this weekend, but at least one key element is already in place: a custom built, 37-foot in-store TV display.

Seen in the photo above, provided by AppleInsider reader Sean, the display is located on the second floor and should prove especially striking when framed by the outlet's six full-height, two-story sliding glass doors. The picture also provides a sense of scale, as the 37-foot set is seemingly dwarfed by the high-flung lighted ceiling elements.

Part of retail chief Angela Ahrendts' Apple Store reimagining, the gigantic floor-to-ceiling display has been the centerpiece of multiple "next-generation" renovations, including one of the first stateside redesigns that opened in Memphis, Tenn., in March. Said to cost some $1.5 million, the monolithic display is normally positioned directly opposite the store's main entrance, acting as a digital billboard to draw in passersby.

A similar piece of equipment was revealed in a December episode of "60 Minutes," when Ahrendts gave the show a tour of a secret one-to-one "next generation" Apple Store mockup.

The display seems to be a relatively new idea as it was not included in renderings of the Union Square store filed with the city's planning department in early 2014. A two-story structure, the Union Square location sports a cantilevered architectural design punctuated by a "floating" second floor.

While most of the structural work at Union Square appears to be complete, contractors have less than a week to install wooden accessory displays, also custom crafted, that make up what Ahrendts calls "The Avenue." The store will also boast Apple's iconic wooden display tables, a Genius Bar, space for workshops and more.

Apple earlier today announced the Union Square Apple Store will open on Saturday, May 21, at 10 a.m. local time.


  • Reply 1 of 6
    I like what she's doing....

  • Reply 2 of 6
    baconstangbaconstang Posts: 551member
    We put in a wall of display last year at the Dolby HQ. It took the display techs about 2 weeks to get it dialed up.
  • Reply 3 of 6
    spice-boyspice-boy Posts: 882member
    Does anyone know how big that screen was in the famous "1984" tv ad? 
  • Reply 4 of 6
    icoco3icoco3 Posts: 1,459member
    Saw one of those big screens in Albany NY last week.  All I could think about was Super Bowl!!

    It was pretty impressive and very sharp graphics.  They did move slow so would have been interesting how the screen responded to graphics that has to be updated much more frequently.
  • Reply 5 of 6
    spice-boyspice-boy Posts: 882member
    I guess nobody got the irony of my statement???
  • Reply 6 of 6
    icoco3icoco3 Posts: 1,459member
    spice-boy said:
    I guess nobody got the irony of my statement???
    I will say the one in the ad appeared much bigger than what I saw in the store.  Would be funny if someone set it up to play what was on the screen in the ad....
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