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Apple’s New SF Store Showcases Jony Ive’s Design Vision

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Isiah Jone
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When the first Apple stores opened in 2001, people stood in round-the-block lines to be the first inside, and the first to experience Apple s iconic design language given form and space—an iPod reproduced in bricks and mortar.

The company is trying to give the impression that these are not just places to hand over money in exchange for pieces of beautifully designed pieces of glass and aluminum, but spaces to come and hang out.

The sparkly, reflective, terrazzo floors bounce natural light around the store, which should keep the indoor trees happy, and cut electricity usage.

They can be heated, like a fancy bathroom, or chilled, which the company thinks is going to be the more frequent scenario.

Apple s iconic Geniuses who had to deal with 1 million appointments in San Francisco alone last year will be supplemented with new Creative Pros, who ll give demonstrations of more things we can spend our money on, from camera lenses to drones to music downloads.

Alongside the grove is the Avenue where new accessories are on display; the Forum, where a giant video wall will facilitate everything from game night to workshops with invited creative types; and the Boardroom, where small business, start-ups, and app developers can share wisdom.

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