Faced with a world-wide economic downturn and the risk of fewer shoppers, Apple converted its retail store roll-out plans in the United States to increased heat under its on-going remodeling project. Over 55 stores have been remodeled so far, mostly those constructed before 2003, converting the older-style interior to wood furniture and stainless steel walls, and reconfiguring the Genius Bar and other areas. Last week the International Plaza (Tampa) retail store re-opened after its remodel, revealing several changes. The store opened in September 2001 and had included each of Apple’s first-day architectural features, some that disappeared and some that were retained. First, the storefront was entirely reconfigured, changing from the imposing black metal with back-lit logo, to an open and very-visible glass and stainless steel. The storefront was also moved outward, instead of running at an angle to accommodate a support column. Next, the wood floor was replaced–with wood, unlike several other stores, whose wood-floor was replaced with stone. The Genius Bar was moved to the rear of the store after the theater was removed. And lastly, the 2001-era glass partitions between the side display table sections were retained, perhaps confirming that history does have a place in Apple’s architecture. Check photos after the break.
Thanks to Jose for photos of the original storefront and of the post-remodel.
The original storefront angled inward to avoid the support column, and it used the 2001-era black-metal and back-lit logo design. The column is now on the inside of the store, set back slightly from the front glass.
The storefront now presents an open and modern look, unlike the previous black metal version.
The storefront is now flush with the lease line, with a double entrance using sliding glass panels. The white support column in the middle of the photo used to be outside the store. The storefront move has slightly increased the store's square-footage.
The glass partitions were retained! The wood flooring also survived the remodel.
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{ 8 comments… read them below or add one }
I don’t see any infrastructure for window displays. Most, if not all, of the other stores have some sort of track system in the floors and ceilings near the door for hanging signage. Perhaps this indicates some sort of in-store marketing change, and we will see more over-sized devices in the window á la iPhone.
also the store is on an angle as well
The Woodfield store in Schaumburg, IL underwent a renovation this spring/summer, and they too had odd changes. The theatre had been gone for a while, but the POS counter was removed and s were there black wood shelves in the center of the store. Now it looks very bare, with 9 or 12 tables filling the store, much like this store. The black metal was kept there as was the wood floor, but the glass partitions were taken out. I certainly wouldn’t say Apple cares about it’s history.
@Paul, starting with the state Street, CA store, Apple has slowly, but not universally, been removing the window displays. Give the store a much more open look, but also contributes to it’s nakedness.
-Brian
Where are the rows and rows of cheap low spec laptops to attract the Windows value customer!? Where is Lauren and Sheila and… Lauren? What? Oh. Nevermind.
Currently at http://www.apple.com/ca/retail/pacificcentre/
there is the message “We’ll be closed for renovations from Sept 28 – Oct 1 Please visit the Apple Store, Oakridge Centre.
I went to Apple Store, Pacific Centre yesterday. The conversation is as follows-
Specialist – “How may I help you?”
Me – “You guys are closed four days next week”
Specialist – “Yes”
Me – “What’s happening”
Specialist – “I can’t discuss it”
I wonder what the renovations are. There is no room to expand on either side or below. The back could be knocked down.
There appears to be space above the store. There is no theatre to remove. An area for One to One training and Workshops is sadly lacking. The store uses metal stands that have black straps that pull out to separate these activities from the customers. On the level below a new entrance is being built. The sidewalk on Granville Street between Georgia Street and Blenz Coffee is closed. The small Apple logo above the closed door to the left side of the store is unlit. I noticed a big metal security plate around the door knob area. In the past when the door was open you could see the area used for storage.
I don’t know what Apple was doing with the set back store front. The Beverly Center (here in L.A.) store had a significant support column at the very front of the store and one about midway back into the store. Normal storefront.
Interesting they also didn’t replace the old graphic panels with the new backlit graphic panels. One would assume there would be cost savings in converting the entire chain to the same panel type.
Good observation Paul. The cost of window displays had to be increasingly significant but statistically, the sale of iPods always ticked up when there was an iPod window. We’ll have to see what the new plan is.
A lot of the Apple stores that get remodeled but retain the sheet rock don’t seem to get the backlit signs. I’ve been in the stores in the early mornings when they sometimes change them out, and believe me, it’s quite a rig that goes into the wall. Behind the signs you’ve got a good 6″ of hardware which can flex back about another 3″ — and that’s just the part that’s visible on the outside.
I’m sure it’s easier to keep those stores with the old signs where it’s not appropriate to upgrade the walls to stainless steel.
Also interesting about the store window sets changing — I wonder if this means they’ll stop using hanging banners on the existing stores with tracks installed.