The brand's genius is that it has consistently positioned technology as an extension of what people already do. From the first Macintosh to the now ubiquitous iPod, nobody has had to learn computer language to enter the Apple club; instead, Apple just took existing human behaviour and extended it through technology.
The Apple store is yet another aspect of this 'same, but different' genius.
It looks futuristic - its vast white spaces and sleek glass staircase stand in contrast to the store's original Regent Street facade. But in fact it is based on an established concept. The entire place feels like an academic library, with a passion for learning constantly in evidence.
At the heart of this is the Genius Bar, where customers can ask questions of advisers called 'Mac geniuses'. There is a 64-seat theatre akin to a lecture hall and an area dedicated to one-on-one tuition called The Studio, plus two classrooms and a kids' section.
Apple has reinvented college, turning it into a retail experience and transforming the shopper into an alumnus. The fact that it has chosen to locate this innovation on Regent Street should be a source of pride for the capital and a great boost for a tired part of its retail landscape.
- Design In-house.
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