This first initial concept sketch was an exploration of how I could capture the "feeling" of the Apple store. After visiting a nearby store and pulling from past visits from other apple stores I created a list of senses that came to mind: Formal, clean, seamless, open, visual, touch, layers and material. This concept sketch, although very diagrammatic, explores many of those first senses. How one is lead through the store, how the product in presented.
The direct path of travel, from front to back of the store, had a very formal 'progressional' attitude about it. This sense of formal progression was also present in the presentation of the product. The seamless transition of the product was very interesting. It made sense, you get the computer, then you get the software, then you get the "toys" to go with the computer.
The apple store is like a candy shop for adults. My eyes were all over the place, even though there were a few physical boundaries, I was still able to get a glimpse of what was beyond. Layers and layers and layers of information, product, and visual information is all experienced at any given moment.
2.17.2007
Final Crit: Conept Statement/Studio Introduction
Final Crit: Model
When starting the model I focused around the "progressional" and layering aspects of what I wanted to create/have dialogue about. Which turned out to be the 25% aspect of the program as well. In two parts, I worked on the vertical movement with in the store as well as the a connection to Copley Square. The vertical movement would be this enclosed yet extremely open "people mover", and I wanted to take an element of the store outside to the square. I believe that both of these ideas work well with one of the first concepts: Layering. The angled 'people mover' presented itself with some logistical issues as well as circulation patterns. The latter I am very pleased with. The purpose of the elevated public platform is two-fold: it brings the store to the square as well as the square to the store.
Final Crit: Plan
The floor plans were designed with the historical surroundings in mind. The 'public platform' is drawn out of the store to better serve as a connection to Copley Square and function as an extension of the square. Meanwhile the 'people mover' has direct visual connection to the John Hancock Tower. A three-story glass facade that peers into the Boston Public Library takes advantage of the benefits that South facing glazing has to offer.
The 'Genius Bar' is located just within the front entrance of the Apple store and is easily identifiable with room to serve many customers at one time. Also located on the ground level floor is the "support room" as its most sensible location with direct access to the public alley. The stock room will have access to all levels via the"product/support mover" that will have the same showmanship as its big brother the 'people mover' on a smaller scale.
The 'Public Platform' is located a comfortable 13' above the hustle and bustle of Boylston Street, providing a birds-eye view of Copley Square and glimpses of the activity inside the store. This place is intended to invite the 'other 95%' to experience an Apple product, enjoy a snack on the way to the next appointment, people watch, or talk with current Apple consumers, either way this 'public platform' is just that, an place for the public to interact with Apple being the host.
Final Crit: Plan
The second level or the main floor area for product display, sales, and interaction provides access to the the "Public Platform" from the store. This connection will bolster the concept of bringing the store into the square and Copley Square into the store. At the public platform consumers and non consumers can interact, have meetings, take a break from the busy day, or enjoy their new apple product.
The second level also allows for "visual shopping". Here, as well as the third and fourth/roof levels, consumers have visual access to all of the products and services that Apple has to offer. This concept of 'visual shopping' is continued throughout the store and is best seen in the following sections.
Final Crit: Detailing
The layering of product was one item that stood out to me. I explored the "layering" concept of how products were displayed and explore ways to convey that concept into the architecture of the space. One way was to have a visual path to all the products at all times, i.e.: while browsing the computers you could look past them and start visually shopping the accessories and software. The other was to have this "people mover" that was open to the store visually and while moving from floor to floor or space to space, there inside the "people mover" one could start to shop visually. Below is that "signature element" that would allow this type of activity. I focused more on the "container" (packaging) of the elevator (people mover). The glass elevator has been done many times over and I wanted the "container" to be the icon.
The signature detail/element for this Apple store is two-fold:
1. The enclosure or container/packaging for the vertical circulation is a system of structural glass, post-tension cables, and a concrete frame. The concept is to keep the circulation in view of the consumers from the floor area as well as provide views (visual shopping) from inside as you journey to different parts of the store. To support the two layers of 1/2" tempered glass, the post-tension cables are anchored to the streamlined concrete frame as the glass plates sandwich the cables with a fastener at each corner of the plate glass.
2. The main vertical circulation pattern is not truly vertical, rather a 'slanted' version of the elevator. The "people mover" transverses the store at a severe angle providing a view of the store and Copley Square at every point. This is better depicted in the sections.
Final Crit: Section
The sections proved to be the best storyteller. Here I was able to work through some design decisions as well as explain better the focus of 'visual shopping'. This section demonstrates the views into the different levels and different products.
From the ground level there are opportunities to see up to the second and third levels, as well out to the 'public platform' and Copley square.
Like the ground level, the second, third, and fourth levels allow for 'visual shopping' through openings in the floor plates or half floor plates.
Final Crit: Section
As previously mentioned, this section demonstrates the concept of 'visual shopping' and affords views into the 'public platform' as well as Copley square. This section also reiterates the concept of providing for or seeking the 'other 95%'. The upper floor (fourth/roof level) shows the opportunities this space can have for Apple and non-apple related functions to occur. The fourth floor gallery can be used for special/new product unveilings, art displays, or 'lunch and learn' seminars.
Final Crit: Elevation
The 'public platform', as seen in the Boylston elevation, could be considered as a transition node between the public nature of Copley square and the consumerism-driven nature of the Apple store. At this "transition node" there is a nice blend of consumerism and public space gently co-existing in one place.
Another example of this concept of 'transition nodes' is the gallery that extends out over the store and above the public platform as it starts to engage Copley Square with a bird's-eye view as well as providing views of the Old South Church and the Boston Library to the West and South West and a great view of the John Hancock Tower from the front of the gallery.
