“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.]