Apple: transforming the retail experience
A short visual history chronicles a key transformation of the Apple brick and mortar experience. Initially tucked away within chaotic, third party resellers, the shop-in-shop featured custom fixturing and simple environmental design– with little control over brand expression or the user’s journey within the channel. After two and a half years of development, Apple launched the first iconic Apple Store, where product was the key to enabling new and evolving lifestyles. This philosophy continuesand is the core of the user’s experience within the Store
and within the channel.
and within the channel.
Shop-in-shop fixtures
Apple channel in CompUSA, New York
Apple channel in CompUSA, San Francisco
Original Apple Store design
Original Apple Store design
