“My eyes were just trained to connect all the dots.”ĭesign aside, the real purpose behind the overhaul was to give people a way to interact with Apple products beyond looking at a screen, Ahrendts said. “It’s not about anybody coming in and putting their own touches on it, it’s about making anything anybody sees from Apple feel like one. “One of the things we tried to do in the new store design is this floor is the same floor that’s coming in, in the new campus and these stools are from the new campus,” Ahrendts said. Everything from the floors to the stools is the same as what is being installed at the company’s new offices, which are slated to open in 2017. The store also connects to Apple’s new headquarters in Cupertino, Calif. “We’re not competing against one another because it should be one seamless customer journey.” “I always tell our team that retail is the online store and the physical store,” Ahrendts said. These changes keep the store relevant for people who might otherwise have walked past. More than half of the traffic to the online Apple store comes from a mobile device, so it was time to rethink the role of the physical Apple store, she said. It features trees planted in the store that line up with ones growing along the sidewalk outside. The grove is located behind a massive glass wall facing the parking lot. The troubleshooting area, dubbed the genius grove, is sectioned off behind a large video screen that allows customers to receive help in one area, while shoppers peruse goods in another. The first redesigned store opened in San Francisco in May. It is designed to operate like a town square with designated areas for phones and accessories, watches, computers and troubleshooting.Īngela Ahrendts, a shy girl from Indiana, lands executive post at Apple The Indy store, which started with 26 employees in 2002, had 153 on hand Friday. “We needed to make them larger and more customer-friendly.” “We have been intentionally reinvesting in the fleet in America because we had about half of the stores that were opened before the iPhone launched in ’07. “This is one of the new store designs we’re starting to roll out in America,” she told IndyStar in an exclusive interview. The Circle City location is the second in the country to get the computer giant’s updated storefront, which doubled the store's size and added an entrance from the parking lot. rolled out its new store in Indianapolis on Friday, with a Hoosier twist.Īngela Ahrendts, Apple’s senior vice president of retail and online stores and an Indiana native, was on hand to highlight the improvements.Īhrendts, who grew up in New Palestine, was the force behind the revamp of Apple’s retail stores.
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