Who We Are

by: Francisco G. Zambrano

          When we look at the architecture of a company, we see mostly only see their “look” or what they want to be seen as from the outside. In order to create a strong identity, there also has to be a strong idea behind the identity. Identity is not only composed of a visual but also of many “internal parts.” In most cases the “internal parts” are the beliefs and goals of the company. But many times these goals and or beliefs are not easily seen or noticed.  Thus we must look past this and understand why it is that they choose that specific design

Fig.1 Exterior of Apple on 5th Avenue NYC.

          One company, which has been able to create a strong identity that is visible beyond their architecture, is Apple. In every building, whether it is newly built or renovated you understand what this company is about and wants to be known for. When you first look at the glass cube on 5^th Avenue in New York City, you only see the glass cube in the middle of a plaza with the glowing apple logo in the inside. The glass cube is small compared to the neighboring buildings and plaza. This visual just simply blows your mind. It is amazing how a simple glass cube can make such a loud statement yet give importance to the neighboring buildings and the public. Once this is understood, you see how the design of the exterior of the store ties in with not only the interior of the store, but also the company’s identity. They create products and services that are minimal and simple yet make a loud statement.

Fig.2 Interior of Apple store on 5th Avenue NYC

Fig.3 Apple store in Paris, France

Fig.4 Interior of Apple store in Paris, France

         

          Now their buildings do not always make a large statement as that on 5^th Avenue. Many of their stores are in renovated old buildings that blend with the other surrounding buildings. From the outside the only thing that identifies the Apple stores are the simple window displays or the always-present white logos. The insides are treated in the same manner. They leave the interiors as original and simple as possible and fill the place with simple furniture. They want the buildings to be highlighted and have as much attention and presence as their products. The way they treat the buildings is the way the company aims to treat the environment, it’s customers and the world community, with respect.

            Apple is one out of many companies in the world that use architecture in order fortify their identity to the world. They wish to get their message across in many ways and forms as possible especially through architecture. By creating immersive environments where one can fully experience the products, yet at the same time understand what the company aims for besides selling their products, companies such as Apple, Prada, Gap, etc. are able to achieve and hold a strong identity in the tough world of consumerism. Because of this strong drive, people walk into Apples’ simple stores without needing excessive advertisement at the street front. Simply look at the Apple store in the Grand Central Station in New York, thousands walk in and the only way you know it’s Apple is by the little white apple at the top of the stairs.  

Fig.5 Apple store in Grand Central Station NYC