With the international growth of the brand, appreciating local cultural values became more essential for Apple's marketing. Goodbye International Style - Welcome local styleĪpple's worldwide uniform design strategy with patents for its store design has led to a problem similar to the unattractive consequences of International Style, which does not create links to existing regional traditions. However, the increasing diffuse light let already to a distinct criticism in the 1970s, as the American architect Der Scott pointed out, "Among all ceiling lighting systems available today, the luminous ceiling is the highlight of visual monotony". Corporate buildings designed by Skidmore Owings & Merrill, such as the Manufacturers Hanover Trust in New York (1954) or the Union Carbide Corporation Headquarters in New York (1960), are among the early examples of extensive luminous ceilings for branding. The Hangzhou store (2015) extends the luminous ceiling concept over two stories for a striking shop window experience.Ī key source of inspiration during the concept phase for the luminous ceiling was the Design Dome in the General Motors Technical Center, designed by Eero Saarinen in collaboration with lighting designer Richard Kelly. The first-of-its-kind store opened in Istanbul in combination with the glass lantern for daylight. In order to add subtly focal glow to ambient luminescence, directional spotlights are mounted on slim parallel channels. The soft glow induces a calm atmosphere to relax. In 2014, and in collaboration with Foster + Partners, Apple introduced a major relaunch of its stores with seamless luminous surfaces covering the complete ceiling. Save this picture! Apple Store Westlake, Hangzhou / China. Therefore, Apple has looked for an alternative way to design a sky experience. But not all store locations open the chance to include daylight. As a consequence, the store in Istanbul with the glass lantern (2014) creates less glare caused by sunlight, and the store in Milan with the stepped profiles of the amphitheater (2018) reveals another detail to reduce glare from the sun. Of course, glare from sunlight became an issue. The aspect of daylight became even more dominant with the redesign of the Palo Alto store (2012) using an arched glass roof for the complete store. Pei created with the glass pyramid at the Louvre for the museum world, was translated by Steve Jobs into a glass cube entrance for an immersive retail experience. The first remarkable daylight design at Apple appeared with the elegant glass cube on Fifth Avenue in New York (2006) and led to a long-lasting collaboration with Bohlin Cywinski Jackson. Sunlight underground for natural ambiance Image: © Esto Courtesy of Bohlin Cywinski Jackson Save this picture! Apple Fifth Ave, New York / USA.
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