May 20, 2016
By: Daniella Soloway
After a decade and a half of glass windows, gadget-filled displays and genius bars along the walls, Apple stores are receiving a major facelift around the world to create a “town square feeling.” Headed by Apple’s design chief, Jony Ive, and head of retail, Angela Ahrendts, the makeover is sweeping the globe store by store.
The major goal is to position Apple as a place to go hang out, rather than just to purchase products. As Apple.com is the company’s primary point of sale, these changes are focused on the consumer experience, where even the Genius Bar, where customers go for technical service, is being converted to Genius Grove, a zen-like environment.
Therefore, the products are no longer the focus. Soft lighting, subtle design, $1.5 million massive display screens, and motion-sensor tables are a few of the improvements. Importantly, the stores will run on renewable energy.
San Francisco’s flagship opens this weekend, and will debut the new-look as stores in Brussels, Belgium, New York and Tennessee have already done so.