Apple opened a new store in San Francisco, the first with a new store formula co-developed by Angela Ahrendts. Previously, she was Burberry‘s CEO and switched to Apple about one year ago.
More retail space
Ahrendts decided to employ Sir Jonathan Ive to create the new formula. Ive became famous for several designs, including the Mac, iPhone and iPod. His store design includes more retail space and much more natural light. The new store in San Francisco has a glass windows, 12 meters high. Its design reminds of Apple’s computer screen designs.
Its interior is also different: the “genius bar” has become the “genius grove” including trees. It also sports an online reservation system, which should limit the waiting lines in the stores itself. Entrepreneurs can enter the “boardroom” while a “forum” will display famous people’s testimonies on video screens.
For the first time ever, an Apple store will sell non-Apple products. For example, customers in the San Francisco store can also buy Phantom speakers, created by a French company.
