Pixel Envy

Written by Nick Heer.

Apple’s New Retail Store at Piazza Liberty

How fitting is it that sixteen years after Steve Jobs showed the world the original format of the Apple Store comes what is likely their most ambitious location yet?

Piazza Liberty will be much like their Fifth Avenue and Pudong store locations, with the actual store located underground. But instead of a giant glass-encased Apple logo sitting above the entrance, they’re envisioning a massive renovation to the square, and placing the entrance behind a water feature.

I’ve been a little skeptical of Angela Ahrendts’ proposal to overhaul the stores to become the “third place” for groups of teenagers and young adults. It seems a little strange to go hang out at a computer shop. But the Piazza Liberty location looks like it could be a completely different kind of concept, because it really uses the historical space to give a true common area that just happens to be near an Apple Store.