“In early June, Apple CEO Steve Jobs made what amounted to an extended architectural sales pitch when he appeared before the City Council in Cupertino to present the details of a planned new headquarters for the company he co-founded in 1976,” Christopher Hawthorne, Los Angeles Times Architecture Critic, writes. “Jobs showed renderings of a sleek, glimmering building, ring-shaped and four stories high, set gently into a lush green landscape.”

“The members of the council found the pitch persuasive, to say the least. (‘The word ‘spectacular’ would be an understatement,’ one said,)” Hawthorne writes. “You can understand why the city, especially in this economy, would want to maintain the happiest of relationships with Apple, based in Cupertino on a parcel of land — known as the Infinite Loop campus — less than a mile west of the new headquarters. Still, had the members of the council been in an even slightly more inquisitive mood, there are a number of questions they might have asked Jobs about the forthcoming building, which will hold 12,000 Apple employees. The piece of architecture he was describing for them, after all, is practically bursting with contradictions.”

“Though the planned building has a futuristic gleam — Jobs told the council ‘it’s a little like a spaceship landed’ — in many ways it is a doggedly old-fashioned proposal, recalling the 1943 Pentagon building as well as much of the suburban corporate architecture of the 1960s and ’70s,” Hawthorne writes. “And though Apple has touted the new campus as green, its sprawling form and dependence on the car make a different argument.”

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Hawthorne writes, “The new Apple campus, which the company describes as “a serene and secure environment” for its employees, keeps itself aloof from the world around it to a degree that is unusual even in a part of California dominated by office parks. The proposed building is essentially one very long hallway connecting endlessly with itself.”

Read more in the full article here.

MacDailyNews Take: One Infinite Loop.

 

[Thanks to MacDailyNews readers too numerous to mention individually for the heads up.]

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