Architect’s Rendering Includes An Apple Store

February 14, 2014

After seven years of agonizing debate, funding battles and design revisions, an architect has now issued a new rendering for the proposed Midtown Plaza development in downtown Rochester (NY) that includes an Apple store that breaks every one of the tech company’s architectural and design rules. The rendering is obviously speculative, yet its use of a textured metal storefront, narrow glass panels and an oddly-positioned Apple logo violates the unwritten rules of depicting another company’s trademarked architecture. The renderings were prepared by the New York-based firm of Philip Michael Brown Studio, and show the Apple store on a prominent corner, adjacent to a movie theater. Interestingly, the rendering is posted on-line in three versions, both with and without a stone wall above the metallic-looking storefront, and with-and-without an Apple logo. In all versions, a spiral glass staircase is visible behind the storefront glass, along with wall-mounted product counters. The project arises from the decline of the 1962-era Midtown Plaza complex on nine acres in the downtown area. The city acquired title to the complex of buildings in 2008. Since then, the site has been vacant as the city worked to raise funding, approve designs and demolish old buildings.

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