Apple has riffled through its standard architectural playbook, but still can’t come up with an acceptable storefront design for a proposed retail store on Wisconsin Avenue in the Georgetown district of Washington (DC). According to The Current, a weekly neighborhood newspaper, Apple’s latest design was turned down by two neighborhood boards earlier this month, putting the project in limbo. Apple purchased the property at 1229 Wisconsin Avenue last year for $13.3 million and has received approval from District officials to demolish the building formerly occupied by a French Connection clothing store. The interior of the building has been gutted, but further construction is stalled until Apple’s architects can obtain approvals on a design.
About 15 percent of Apple’s stores are located along streets, and are subject to architectural reviews by local officials. Apple has previously encountered criticism about its store designs, and in some cases has cancelled projects (New York City and Portland). In other cases, Apple has modified their designs to finally win building permit approvals.
All of Apple’s design proposals for the future Georgetown store are from its standard set of architectural plans instead of something that blends in with the neighborhood’s look. They feature an all-glass lower level, either glass, stone or windows on the upper level, and a back-lit Apple logo.
According to The Current, in September 2007 Apple proposed an all-glass lower floor, and a second level that featured windows. Like all of the proposals, the store would be on one level , even though the building would be two stories to match surrounding structures.
But that first design was criticized by the Georgetown Advisory Neighborhood Commission and the Old Georgetown Board. Both said the design did not fit into the neighborhood and was too much like a “billboard.”
Apple returned in 2008 with an all-glass storefront design, the newspaper says in its December 24th edition, which renewed complaints from both advisory boards. Apple’s latest design, presented at board meetings in early December 2008, features a familiar all-glass lower level and a stone upper level with a back-lit Apple logo.
Apple project manager Carrie Johnson told the newspaper, “Steve saw this design and really loves it.”
Old Georgetown Board board spokesperson Tom Luebke said, “That first time, like every time after, it was a question of scale.” He said the board wants something “less autonomous, something that supports the historic district.”
Luebke also said the board believes the one-story design wasn’t “an enlightened idea for smart growth in Georgetown.”
It’s not clear what action Apple will now take next to obtain design approvals from the two boards.
Apple purchased the property in September 2007. Howevery, by early November Apple had not paid over $70,000 in overdue property taxes on the site, and was assessed $22,451.87 in penalties and interest. However, District of Columbia tax records show Apple paid the taxes and assessments in mid-November, two weeks after the delinquent taxes were noted here on IFO. By that time, the interest owed on the tax assessment had increased by $4,209.04.
This screengrab from the District of Columbia's Office of Tax and Revenue Web site shows that Apple paid the delinquent property taxes on Nov. 19, 2008, along with significant penalties and interest.
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As much as I would like to have a store in DC, I would hope that it’s not in Georgetown. For giving Apple as much grief as they have, these “preservationists” don’t deserve to have it over there.
Instead, I would hope that Apple would consider putting a store in Dupont circle or over by the White House. Both would be Metro accessible unlike the Georgetown Store, and they wouldn’t have to contend with these “neighborhood” associations.
Georgetown has some advantages– it’s near a university, it’s a large, upscale residential district, and it’s got name recognition. Unfortunately, Georgetown is not what it used to be– the independent movie theaters (actually, -all- the movie theaters), bookstores and markets are gone, and the retail areas are overrun by national-branded outlets. And the restaurants always -were- lousy, and still are.
So, it’s been years since I’ve been there– and without a Metro stop, I’m not going there anytime soon.