“When Apple’s new boston flagship store opens its doors at 815 Boylston Street later this year, expect mania. Apple devotees, known for their fierce brand loyalty, approach store openings with the fervor of rock groupies. When a San Francisco flagship store opened in 2004, there were 1,200 people in line, many of whom had camped overnight. Last year, thousands attended the opening of New York’s Fifth Avenue store, where the company’s iconic logo was seen painted on women’s cheeks and shaved into the back of one boy’s head,” Rachel Strutt reports for The Boston Globe.
“When this big Apple circus arrives in the staid Back Bay (the store could open by December), the people streaming in will see up close just how big a role a building can play in enhancing a brand,” Strutt reports.
Strutt reports, “With its glass facade and crisp, staunchly minimalist features, the three-story building will turn heads, especially when it is aglow at night, a luminous boxy beacon of modernity and commerce. In the center of the building, a glass staircase – an engineering feat in itself and a trademark of the flagship stores – will spiral beneath a large skylight.”
“After browsing products on the first floor, customers can ascend the seductive glass staircase to the second floor – where they can peruse more gadgetry and may be able to attend demonstrations on a variety of subjects. The third floor could offer free retail services, including a “Genius Bar,” where an expert would be on hand to help solve tech problems,” Strutt reports.
“Like an iPod, iBook, or the recently unveiled iPhone, the 21,350-square-foot store itself – it’s hard to resist calling it an iBuilding – will be all about innovation, streamlined design, and easy navigation, from the overall layout to the most minute detail,” Strutt reports. “An eco-friendly roof will be blanketed with hardy vegetation designed to insulate the building in winter and keep it cool in summer. The building’s facade will consist of a series of glass panels that will stand 7 to 8 feet in front of its basic structure, a grid of two horizontal slabs intersected by two columns, all finished with matte stainless steel. The panels will feature low-iron laminated glass, which appears more lucent and doesn’t exhibit the faint blue or green hue of regular glass.”
Full article with much, much more here.
[Thanks to MacDailyNews Reader “Scott” for the heads up.]
Is that called, “fittin’ in”?
Looks like a modern version of the Hollywood squares.
Now all they need are couches, an espresso bar, and some Apple TV’s set up playing movies and you’ve got yourself a daily hang out.
Sweet.
It doesn’t appear that the store would appeal to those who demand that all businesses adopt exterior designs that blend with the historical, cultural, and architectural milieu of ancient Boston. How Apple got the zoning commission to agree to this design is beyond me.
Look out, it could be a bomb!
In response to maczealot’s remark, I believe there indeed was a lot of controversy surrounding that store, but I’m not sure if that was specifically why.
MW: space, as in quite the interesting use of it.
@cynical observer,
😀
Where is the Philadelphia Apple Store? Why hath Job’s forsaken us?
“the company’s iconic logo was seen painted on women’s cheeks”
Which set?
Well, for once, the Apple building is pretty simmilar in form and scale to its neighbors. Also, the building is inviting –simple and open, yet interesting. The building’s visual attraction is generated by the juxtaposition of the structural concrete frame openings with its glass envelope. Here, the glass acts as a veil; a transparent, highly articulated pattern of clear glass skin that complements the building openings behind.
Rather than showcasing a metal box like the San francisco store; in Boston, the pattern of openings, which are created by the columns and floor lines, the resulting pattern is not only more interesting and inviting, but also relate to its neighbors better, maintaining the visual rhythm of window openings along the street front.
Thus, while the architectural form of the store is very simple, the sophistication, transparency, and articulation of the building envelope grabs your attention and draws you in. I can’t wait to visit.
Good job Apple.
Mark Maloney, who stepped down as Boston Redevelopment Authority director last month, says: “This building is going to have a wow factor. People will come to see this bright, shiny jewel box within a traditional neighborhood.”
This is the true WOW of Apple, in everything they do. Not some other company’s poor copy of a wow!
Of course, the 11-foot tall glowing Apple icon was a dead giveaway that the building was, in reality, an Apple store. All that other stuff that you mentioned didn’t hide the fact that the store was practically indistinguishable from the rest of the structures on the block.
@cptnkirk
Excellent post. Always good to see a poster who provides references.
WOW is right.
Another reason why Bill Gates is so upset with Apple? Store envy?
what an eyesore
The building’s visual attraction is generated by the juxtaposition of the structural concrete frame openings with its glass envelope.
But will it have bi-directional stairs?
It looks sweet.
BTW, I just now (yes I waited this long) bought a Might Mouse after
using the Pro Mouse for about 5 years. It’s taking me a little to get used
to it. Occasionally I grab it in a nonchalant manner and accidentally right
click it, or click the ball (oops). Anyone alse have thoughts about it?
Was really surprised to see a 3 page spread in the Boston Globe Magazine insert today covering the Apple store. Even mroe suprised they OKed this design in such a architectually conservative town.
Hope Apple doesn’t plant lite brite Apples all over town.
And it is right down the street from Bukowski’s so your beer needs can be met quickly too.
“Apple devotees, known for their fierce brand loyalty,…”
Hmmm, could it be that Apple customers are loyal because they acknowledge the quality they’ve received? Nobody is loyal to a company that’s just looking for ways to make a profit off of them. They’re loyal to a company that does right by them.
“the company’s iconic logo was seen painted on women’s cheeks”
</i>Which set?</i>
I was hoping for something like Sturgis, with women wearing only a pair of Apple stickers on their…
Now, when was the last time ANYbody did anything MS related to their bodies? Hair-pulling and other forms of stress relief don’t count.
Even the most suck-ass sports teams can find SOME crazy fans who’ll dress themselves up. This speaks volumes for MS, and the true sentiments felt for their products.
Even the most suck-ass sports teams can find SOME crazy fans who’ll dress themselves up. This speaks volumes for MS, and the true sentiments felt for their products.
The only “volumes” it speaks is that the cross section of people who use Microsoft products are more mature and level headed. Apple users are the true lemmings, mindless groupies and cultists – not something I’d be particularly proud of if I were an Apple fan.
High art – a true beacon of light – open, transparent, illuminating, seductive, memorable and consistent with Apple philosophy. And that’s after all the compromises. Real artists build.
I had a bad experience once…
“Apple users are the true lemmings, mindless groupies and cultists – not something I’d be particularly proud of if I were an Apple fan.”
True. Lots of people line up in costumes for the opening of new Star Wars movies, but no rational person would want to be one of them, or their friend, or their relative, or within 40 feet of them in case they go nuts with their plastic light-saber.
Apple cultists fall into the same category.
If you haven’t watched the clip of Triumph the Insult Comic Dog talking to Star Wars fans, you need to in order to understand how the rest of the world views people who will line up for an Apple store opening.
Here’s that Star Wars video
Hey Cult,
And you’re taking advice from a plastic dog? Now who’s NUTS?
Lighten up bub.
What sort of insecurities do people harbor that they’re so concerned with what some people do with their time?
>Well, for once, the Apple building is pretty simmilar in form and scale to its neighbors. Also, the building is inviting –simple and open, yet interesting. The building’s visual attraction is generated by the juxtaposition of the structural concrete frame openings with its glass envelope. Here, the glass acts as a veil; a transparent, highly articulated pattern of clear glass skin that complements the building openings behind.
Rather than showcasing a metal box like the San francisco store; in Boston, the pattern of openings, which are created by the columns and floor lines, the resulting pattern is not only more interesting and inviting, but also relate to its neighbors better, maintaining the visual rhythm of window openings along the street front.
Thus, while the architectural form of the store is very simple, the sophistication, transparency, and articulation of the building envelope grabs your attention and draws you in. I can’t wait to visit.
Good job Apple..
It’s similar(sp) to its neighbors? San Francisco deserves caps.
“The only “volumes” it speaks is that the cross section of people who use Microsoft products are more mature and level headed. “
I agree wholeheartedly. And this video proves it…
not something I’d be particularly proud of if I were an Apple fan.
All the lemmings, groupies, and cultists still beat Steve Ballmer.
Every organization attracts its freaks. At least ours aren’t at the top.
Your choice.
Now I am as big f a Mac fan as they get. But this does not fit in Boston, On Boylson St, nonetheless!!!
don’t worry about this store sticking around for very long.
Once the Apple logo lights up at night the bomb squad will be called in and they’ll blow the whole thing up. Then they’ll ask Apple for 2 million dollars for their malicious hoax. Then they’ll get back to business at hand: building tunnels under the harbour which leak and occasionally kill people.
I was a human once. Now that I use Windows, I’m just a dork.
I was a human once. Now that I use Windows, I’m just a dork.
To set the record straight, the posts made at 12:31 AM and 8:34 PM are not mine.
I might use Windows Vista (along with also using OS X, BTW), but I’m a little more mature than to have to steal someone else’s screen name and post drivel. Only a Mac user could come up with something so unoriginal.
@Former Mac User
“Apple users are the true lemmings, mindless groupies and cultists.”
How does this advance the debate?
If you come here just to bait and annoy those of us who are interested in all things Apple then its time to grow up and find a more productive use of your time.
“If you come here just to bait and annoy those of us who are interested in all things Apple then its time to grow up and find a more productive use of your time.”
Sydney, watch the video, we’re just trying to help you move out of Mom’s basement, get a girlfriend and make more productive use of YOUR time. Don’t tell me you go to BOTH Star Wars openings and Apple store openings?
“Lighten up bub.”
Lighten up? That video is pretty funny. Don’t you like seeing yourself or people who act like you on TV?
“Apple users are the true lemmings, mindless groupies and cultists.” “How does this advance the debate?”
What debate. That’s a statement of fact.
@Cult
Is this the one you meant?
It answered a lot of my questions about why Microsoft is in such deep doo doo today.
“we’re just trying to help you…” thanks matey, but I do ok. besides, you are a windows apologist making unfunny posts on an apple website. perhaps it is you who needs to get out more…
“Don’t tell me you go to BOTH Star Wars openings and Apple store openings?” When the Apple Sydney store opens later this year I may well be there. Apple is on a roll and its fun to be a part of it.
“That’s a statement of fact.” Did you mean “fact” or “puerile nonsense”?
“thanks matey, but I do ok. “
Trust me, attending Apple store openings and Star Wars premieres in costumes is not “Doing OK”.
Microsoft will be releasing an ALL-BROWN-EXTERIOR store in Boston, next to a Subway sandwich shop and a Famous Brand Shoes.
Out-topping Apple!
Your frustration, our fault.
Microsoft will be releasing an ALL-BROWN-EXTERIOR store in Boston, next to a Subway sandwich shop and a Famous Brand Shoes.
Out-topping Apple!
Your frustration, our fault.
Microsoft will be releasing an ALL-BROWN-EXTERIOR store in Boston, next to a Subway sandwich shop and a Famous Brand Shoes.
Out-topping Apple!
Your frustration, our fault.
Its all relative. I think a more traditional look would have been nice, but you need to remember the location. While the Back Bay is a historic Victorian neighborhood, Boylston Street where the store will be located is far from traditional or historic.
-Across the street from the very modern boylston entrance to the pru mall (
)
)
-Which is next to the Mandarin Oriental which will open in ’08 (
-Two buildings down from a contemporary and uninspired walgreens store front
-One building down from a contemporary fidelity investments building (which was originally supposed to be a planet hollywood).
The list goes on for at least 4 more blocks inbound.
Additionally the building being replaced (
) is of little architectural interest and no historical interest.
Cult:
“That video is funny.”
Its stupid, not funny. You have a grown man with a plastic dog on his hand making fun of other people and you quoting it.
“Its stupid, not funny. “
Embarrased by how the world sees you?