Apple Store

Regent Street, London

Fayrouz Mohsen Rashad - 204

About the store
It is the first Apple Store in Europe when it opened in
2004, but these days it's one of a hundred or so across
the continent. The former mosaic and glassmaking
workshop is positioned in the heart of London on a
grand, sweeping crescent famous for playing host to
luxury shops.
Apple is known for taking the design of its products
seriously, but it puts just as much effort into ensuring
its retail environments are aesthetically pleasing. They
tend to be gleamingly bright spaces and Apple pays
great attention to detail to even the most seemingly
insignificant of features. Heading up the makeover of
Regent Street is Apple's design chief Jony Ive , who
worked with renowned London architects Foster and
Partners to ensure the redesign was in keeping with the
building's historic character and its Grade II-listed
facade. The new look follows the redesign of Apple's
San Francisco store, which was completed back in May.
2
BEFORE
This photo was taken 24 September
2005, as shown the store was
divided into two floors with low
ceiling which was not the best idea
considering the surrounding
buildings
 Redesigned Apple store
The exterior of the store has been The re-imagining of Apple Regent
given a good clean, showing off Street in London marks the
the marble columns and mosaics continuing evolution of Apple,
put in place by the original going beyond retail to create
occupants. "We wanted to pay richer, more dynamic experiences
homage to the street and its for visitors. Its innovative design
heritage," said Wendy Beckman, creates a relaxed environment,
Apple's head of retail for Europe. while incorporating Apple’s new
Inside though, the store is classic features and services. The design is
Apple. It carries the stone details the result of a close collaboration
through from outside, but keep between Apple’s teams led by
them simple, minimalist and Jonathan Ive, chief design officer
modern. and Angela Ahrendts, senior vice
president of Retail and Foster +
Partners.
 New charactaristics

1. 7.2-metre double-height grand hall

forming a 'town square' like space that is
flexible and welcoming.

The design enhances transparency from

2. the street and floods the store with
natural light, dramatically improving the
visual connection between the two levels,
full height arches .

3. The custom-made lighting panels emit a

pure, even, white light, and have the
capability to absorb ambient noise.

6/22/20XX
Palette of Materials
Wood

Using a warm palette of materials including stone, wood and

terrazzo that is sympathetic to the historic nature of the building,
the store has a calm setting, with the increased height allowing
for the addition of twelve Ficus Ali trees on the ground level,
bringing nature to the interior spaces.

The grove of trees have planters that double as a comfortable

place to sit and rest.

Mosaic

Portland stone
 The signature Apple display tables are set against
the backdrop of the new Avenue – the completely
redesigned wall display that allows people to touch,
feel and try out the Apple products and accessories
in an engaging and hands-on way.
It occupies a prime position in the store
with a vast video wall that acts as an
animated backdrop for the entire store.
Located in the middle of the
space, The Forum is a new
learning environment, where
experts from various fields can
come to entertain, inspire and
teach.
GROUND
FLOOR
Activates Main
Entrance
area showroom

Back of Front of
house house
FIRST
FLOOR
Meeting Creative pros area : are there to give advice on Apple
products and how to get the best out of them.
area

Toilets and
service
 Vision and Mission
create richer, more dynamic experiences for
visitors. Its innovative design creates a relaxed
environment, while incorporating
a place for people to meet and collaborate, and
most of all, it will be an exciting experience that
goes beyond retail.
The site is distinguished by
its view of the Nile and its Site Analysis
distinguished location close
to the center of the country
and important and vital
places.
It is surrounded by
important places such as
- National bank of Egypt
- The St. Regis Cairo
And it is located at the
Mamsha Ahl Masr

Despite the Nile view there is a

lack of greens around the site