The interior of the new Bahnhofstrasse (Zurich) retail store has been revealed in photos that show a very narrow glass stairway leading to a basement level where the Genius Bar and other product displays are located. It’s only the second store after Fifth Avenue (NYC) to have a stair leading down to a below-ground retail space. The storefront mirrors the new open-front design with a small, suspended Apple logo over the front door. Inside, the design includes the standard stone floor, wood display tables and stainless steel walls. A huge crowd formed before Friday’s grand opening, according to reports by MacPrime, who added an air conditioning glitch left the store very hot during the opening. Check photos after the break.
Check this set of flickr photos of the grand opening by Greg, and these photos by MacCityNet.
MacPrime has complete coverage of the opening, and a gallery from the press preview and grand opening. MacWeb has a video of the opening.
Here are photos taken as the covering was removed from the front windows.
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I’m sure there is more than a genuis bar downstairs? Like some acessories and more stuff. [IFO -- Exactly…only the Genius Bar is visible in the photo.]
The Pioneer Place store in Portland, OR was the first underground store, located in the underground concourse level of the mall and opened in 2005, followed by the Fifth Ave store in NY.
The Pioneer Place store is located in a underground mall… o.O
I’m a nerd for design, but I love the Zürich logo Apple made for the store wrapper; I think it’s a first for Apple to use a customized logo for the store inside too (look at the lit display at the back of the main floor).
Those top two images look either like renderings or Apple’s PR photos just because of how clear they are. The basement is interesting, but I guess if Apple didn’t need all the basement for storage, then makes sense to use it as a sales floor.
Curious, has Apple leased any of the upper floors? Offices or storage up there maybe? Design restrictions preventing them from a multi-story glass facade like Boylston?
I like the idea of another uniquely designed store for Apple.
-Brian
Downstairs, there were about 15 MacBook Pro’s and other accessories for iPod’s and cases for the mac’s. There were soundsystems from Bose and JBL and others. Downstairs on the MacBook Pro’s there are workshops every day.
Looks great – thanks for posting the pics!
[...] It’s a nice and noteworthy event when Apple, a company which, although paying a big deal of attention to detail in the design of its visual and graphic communication as well as of its products, rarely steps out of the comfort zone defined by all its branding guidelines, finally takes the plunge and pays an audacious tribute to the graphic modernists and hence to the movement which made Apple’s aesthetics even possible in the first place. [...]
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