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      LAHORE APPLE STORE(Reinterpreting tradition in
contemporary design)           ByUrooj ShafiqueRoll No. 115

 CONTENTSContent……………………………………………………………………………….1.    
CHAPTER
11.1.  Introduction……………………………………………………………..1.2.  Design
Philosophy…………………………………………………….1.3.  Project
Feasibility……………………………………………………..1.4.  Objectives………………………………………………………………..1.4.1.    
Project
Objective……………………………………………..1.4.2.    
Design
Objective……………………………………………..1.5.  Design Criteria………………………………………………………….2.    
CHAPTER 2Case Studies
2.1.  Dubai
Mall Apple Store…………………………………………….2.2.  New York
Apple Retail Store…………………………………….2.3.  Conclusions……………………………………………………………..3.     CHAPTER 33.1. 
Site
Analysis……………………………………………………………3.2. 
Site Selection
Criteria……………………………………………….3.3. 
Site Documentation………………………………………………….3.4. 
Conclusions…………………………………………………………….4.    
CHAPTER 4Program Analysis…………………………………………………………..5.    
CHAPTER
55.1.  Conceptual
Design…………………………………………………..5.2.  Experiential
Journey of Walled City…………………………..5.3.  Conceptual
Sketches…………………………………………………

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     CHAPTER 11.1.
  INTRODUCTION:Up
until the beginning of the twentieth century, most people lived in close proximity
to the places they worked on farms, above
stores and cafés, in back rooms of schools, and in boarding houses. Co-workers
were often members of the family, companions, and
neighbors. With the rise of modern
technology electrification, motorized transportation, communication systems and
the growing importance of the bureaucratic work organization, the separation
between work and personal life grew more definite. Commuting to work,
strictures against “personal calls” at work, socializing during weekends, and
having a separate “personal” or social life, are twentieth-century concepts. These concepts reflect differentiation
of the social meaning of places and locations; working with other employees at
the office versus seeing family at home, for instance. They also reflect
differentiation of the social meaning of time; the 9 to 5 workday versus the
weekend. But today, wireless technologies help
people to cross space, time, activity and social networks. It promises to bring us back to earlier times
when the boundary between work and personal life was less distinct and to redefine
the meaning of space and time. This change is to a certain extent is of
contradiction, however, as wireless technology will also take us further astray,
as it increases our sensual and spatial mobility. (Gant D., Kiesler S., 2002)Today,
Apple Inc.  is one of the world’s most
admired and talked-about brand; the success it has picked up has been
established not only through its highly innovative products but also through
other important supportive touchpoints such as advertisements (MAC vs. PC
campaign), conferences (Apple’s Worldwide Developers Conference) and flagship
stores. With consistent concept across all stores and stellar customer service,
these stores are capable of leaving lasting impressions on a buyers mind, which
adds up to customer loyalty. The company invented the revolutionary and magical
products for the customers.  Apple Inc. is an American multinational
corporation that designs and manufactures consumer electronics and computer
software products. The company’s best-known hardware products include Macintosh
computers, the iPod and the iPhone. Apple software includes the Mac OS X
operating system, the iLife suite of multimedia and creativity software, the
iTunes media browser,  the iWork suite of
productivity software, Final Cut Studio, a suite of professional audio and
film-industry software products, and Logic Studio, a suite of audio tools. The
company operates more than 250 retail stores in nine countries and an online
store where hardware and software products are sold. (??????)Established
in Cupertino, California on April 1, 1976 and incorporated January 3, 1977, the
company was called Apple Computer, Inc. for its first 30 years, but dropped the
word “Computer” on January 9, 2007 to reflect the company’s ongoing
expansion into the consumer electronics market in addition to its traditional
focus on personal computers. Apple has about 35,000 employees worldwide and had
worldwide annual sales of US$32.48 billion in its fiscal year ending September
29, 2008.For reasons as various as its philosophy of comprehensive aesthetic
design to its distinctive advertising campaigns, Apple has established a unique
reputation in the consumer electronics industry. This includes a customer base
that is devoted to the company and its brand, particularly in the United
States. Fortune magazine named Apple the most admired company in the United
States in 2008 and in the world in 2009. (??????)Apple
is, by far, the most innovative company in the IT industry. Each of their
unique products is copied by the other
players on the market.1.2.    DESIGN
PHILOSOPHYBeyond
ever phenomenal products of Apple Inc., Steve Jobs helped delineate exactly
what good design meant for the computer age. Here are the six pillars of Steve
Jobs’s design philosophy:·       
Craft
(finest details) ·       
Empathy
(understand the feelings of the customers)·       
Focus
·       
Impute·       
Friendliness·       
Finding
simplicity for the future in metaphors from the past (Cliff K., July 11th,
2011)The
experience of photo walk of the Lahore Walled City was hypnotizing. The lanes
and alleys of Lahore walled city are virtually impassable for vehicular
traffic. Massive wooden gates fitted with iron spikes guarded their approaches.
A mohalla with a honeycomb of lanes and by-lanes formed a little world by itself and
provides, for the residents, a sense of togetherness which transcended the
barriers of casts and class. (Ahmad N., 1998)The
design of the Apple Inc. Lahore will be based
on the element of surprise, congestion and relief within the store which is
inspired by the whole journey of Lahore Walled City. For the visitors, the experience will be same as they
walk through the Walled City Lahore.1.3.    PROJECT
FEASIBILITY: Now a day’s people want to experience the products before spending their coinage for
that product. But unfortunately, there is
no Apple Store in Pakistan. Consumers have to order online or buy refurbished
iPhone and their duplicate products.The
below-mentioned facts and figures were
drawn through the internet survey and the survey carried out by the pro-Pakistani website.In
Pakistan, almost 79% of the total population
use mobile phones based on its in-house research. The survey reveals that about
77 % of smartphone users are just 21 to 30 years old. From these percentage of users, almost 60% of these smartphone users in
the country are on Android, remaining 40% are iOS users.According
to brand popularity, Samsung is said to
be the most famous brand with 34% market share, while iPhone is popular among
30% smartphone users in Pakistan. 22% smartphone users rely on QMobile devices
which is just above Nokia that holds 14% market-share.Samsung
is most popular brand and also readily available in the market with original
accessories and products while Apple retails are very few in numbers. Thus the
users of Apple products in Pakistan should be facilitated with their flagship
retail store. 1.4.    OBJECTIVES:1.4.1.      Project
Objectives:The
project objectives are based on the vision statement of Apple Inc. introduced
by CEO Tim Cook, who stated, “We believe that we are on the face of the
earth to make great products and that’s not changing. We are constantly
focusing on innovating. We believe in the simple, not the complex. We believe that we need to own and control the
primary technologies behind the products that we make and participate only in
markets where we can make a significant contribution. We believe in saying no
to thousands of projects so that we can really focus on the few that are truly
important and meaningful to us. We believe in deep collaboration and
cross-pollination of our groups, which allow us to innovate in a way that
others cannot. And frankly, we don’t settle for anything less than excellence
in every group in the company, and we have the self- honesty to admit when
we’re wrong and the courage to change. And I think regardless of who is in what
job those values are so embedded in this company that Apple will do extremely
well.” Christine R.
(January 29, 2017)1.4.2.      Design
Objectives:To
reflect the essence of historical evidence within the interior space according
to the vision of the brand.Interpreting
the traditional style of space merging with the contemporary design.Translating
the element of surprise of the walled city into a design sensibility.  1.5.    DESIGN CRITERIA:Building
Component:·       
Entrance·       
Red
Zone·       
Family
Zone·       
Genius
Zone·       
Studio/
Activity Area·       
Supporting
Service Area 

     CHAPTER 2CASE STUDIES:This
section analyzes the spatial and
functional requirement of the Apple Retail Store. Case studies of international
Apple Retail Store are carried out to compare the details work and strategies
done in their interior design.

2.1.   DUBAI MALL APPLE STORE:Architects:
Foster + Partners Location:
Financial Centre Road – Downtown Dubai – Dubai – United Arab Emirates Project Year: 2017

The design of the
Apple Dubai Mall based on the traditional Arabic mashrabiya (a projecting bay window enclosed by decorative wooden
screens). The store covered two floors of the Dubai Mall in the United Arab
Emirates city. The main feature of the store is its 56-meter-long sweeping terrace that gives views to the world’s
tallest building that is Burj Khalifa.For
the terrace carbon-fibre screens were designed to protect the space from the
sun pivot out to enclose the space during the day but open to giving access to the terrace at night. The
movement of these “solar wings” is intended to echo the motion of an
eagle flapping its wings.

“The
opening and closing of these majestic solar wings are analogous to a delicate ballet recital – but on a monumental
scale,” said Foster and Partners”In
some ways, it is a very spiritual
experience, with the sun streaming through them and creating the most delicate
and beautiful patterns of light and shade – a seamless blend of technology and
culture.”

Like the other
Apple Stores which has previously designed in London and San Francisco, the
shop features a series of cylindrical planters with full-sized trees. The
planters are designed to mechanically rotate to ensure the trees receive even
sunlight, and seating integrated into theirs edges gives customers a place to
admire the view.

A
display dedicated to Apple accessories is located on the lower level of the
store alongside the trees in an area named The Avenue. The store will also be
the first to launch the new masterclass programme, Today at Apple, which will
offer training on photography and filmmaking, among other skills.”The
design of Apple Dubai Mall is about creating an exceptional architectural and
social experience for visitors, bringing to the fore new ideas about the
evolving role of Apple flagships in the community,” said Behling. “I
am sure Apple Dubai Mall will become a true people’s place.” (Jessica Mairs., May 2nd,
2017)

2.2.   NEW YORK APPLE RETAIL STORE:Architect:
Bohlin Cywinski Jackson ArchitectsLocation:
5th Avenue New YorkEngineer:
Eckersley O’CallaghanDate of
completion: 2011

 New York Apple’s cube on 5th Avenue is a true representation
of its glass technology and architecture. Bohlin Cywinski Jackson had already
created an outstanding icon recognized worldwide with the first cube in 2006. Almost
after five years, they were able to push back the boundaries again with a new
glass cube by taking the advantage of the latest developments and innovations
in structural glass. The transparency of the design recognized in 2011 is exceptional,
and the cube appears as a perfectly minimalistic glass enclosure.

Each façade
(previously made up of 18 panes) now has just three panes of five-ply laminated
safety glass with the astonishing dimensions of 10.30m x 3.30m. The titanium
fittings that connect the panes to the continuous glass fins at the two
vertical joints in each façade have been laminated into the panes for the first
time and are therefore hardly visible. Likewise, the rigid self-supporting roof
is also now made up of just three and no longer 36 individual elements. Inside
the cube, the all-glass staircase from the original 2006 building has been reserved.
The self-supporting staircase in Apple’s 5th Avenue store had to comply with
two special requirements: Firstly, the structure is located in an earthquake
zone and, secondly, there is a lift integrated into the well of the spiral
staircase. The glass cylinder in the middle is the structural part, also
carrying all the dynamic loads of the lift situated inside the cylinder. Three
cylinders, each made up of six 60° panes, are securely joined together and held
in position with horizontal stainless steel H sections. The treads of the
stairs are suspended between the glass cylinder and the glass outer stringer,
with the latter supported on so-

called hockey
sticks – rigid, cantilevering glass fins.Maximum transparency and lightness
dominate the appearance of the Apple Store in New York like never before.
During the day, the subterranean retail zone is bathed in sunlight. At night,
the impression is reversed: New York’s spectacular skyline is refracted in the
glass surfaces like a starry sky, while the glass cube is illuminated from
inside. (Seele 2017)2.3.   CONCLUSIONS:The analysis of above case studies
concludes that the design of the store should be of contemporary style with the
minimum use of material and colors. The
traditional elements could be used within interior but through minimalism. The
display of the product has its own importance. Display area should enhance the
presence of products. The user’s space,
as well as the circulation space, should be considered more comfortable than
the known standard dimension for store design.

     CHAPTER 33.1.    SITE ANALYSIS:

The site which I
have selected for my project is in Packages Mall, Lahore. Packages Mall has
located at Walton road Lahore. It had good proximity to Ferozepur Road, Ghazi
Road, and Khayaban-E-Iqbal. The mall is neighboring Walton Cantonment, Lahore
Cantonment, DHA Lahore, Gulberg Lahore and Model Town Lahore. The
Packages Mall is the new retail and commercial project in Lahore by Packages
limited. The mall is one of the top commercial developments in Lahore due to
state of the art planning, hot location, and provision of all modern amenities.
It is indeed ideal for establishing a business in Lahore. Packages Mall is
multi-brand shopping and entertainment center, envisioned to provide an
engaging shopping experience with a focus on convenience, leisure, and
entertainment. Packages Mall has potential to provide well-off retail
experience with a diversity of shopping, dining and entertainment opportunities
personalized for you and your entire family. It covered almost 1.2 million sq.
ft. of retail space (makes it the 2nd largest mall in Pakistan) consisting 200
shops which include fashion, home, sports, electronics, books, etc. Hypermart,
9 Screen Multiplex Cinema, 35 Eating Spaces offering different isine, a Play
zone for children and above 2000 Parking Spaces.

3.2.    SITE SELECTION CRITERIA:The
proposed site is located on the second floor of the Packages Mall, which is
adjacent to Cinema and famous Clothing Brands. The area is currently occupied
by Khaadi. The purpose of selecting the site on the second floor was because of
the high footprint of the visitor. Most
of the famous and renowned national and international bands outlets are located
on the second floor of the mall. The
other most important factor was the
location of cinema (located at the back of the selected site) and the Food
Court which is also located on the same floor.

3.4.    SITE DOCUMENTATION:

3.5.    CONCLUSIONS:The
existing height of the selected site limits
the vertical growth design. The original monochrome color tone provides maximum opportunity to experiment with
different color tone and materials. Great
challenge to control maximum traffic flow of users. As the site is selected
within mall so noise pollution has to be controlled. Basic necessities
(electricity, water, HVAC, fire exits, restrooms, and power backup system) are
available.

 CHAPTER 4PROGRAM
ANALYSIS:

     CHAPTER 55.1.    CONCEPTUAL DESIGN:Lahore is not only a historic
metropolis but a city of density. It has been a brilliant symbol of a gracious
way of life. It was the abode of great people, both in the spiritual and
worldly realms. There is a fascinating and colorful
panorama of extraordinary personalities with varying social changes in
different periods with Mosques, Mausoleums, Forts, Gardens and their guards remains that embodied the aspirations of
its mighty rulers.The Old City or the Walled City of Lahore is in the
northwestern part of Lahore, Punjab. The Walled City is home to the cultural
and architectural heritage of Lahore. Its blind arches and the pillars of its
buildings, elegant havelis, multi-story houses, wooden doors and windows
and, above all, its famous Gates are some of the old city’s glorious features.
The experiential journey while walking through the walled city of Lahore was
mesmerizing. The lanes and alleys were virtually impassable for the vehicular
traffic. Massive wooden gates fitted with iron spikes guarded their approaches.
A mohalla with a honeycomb of lanes creates
the surprising element for the visitors passing through them. Some lanes are
too dark and narrow that only single person can pass through them but they
suddenly open into wider space with
plenty of natural light. These lanes formed a little world by itself and provide residents a sense of togetherness which
transcended the barriers of casts and
class. The city is more or less divided on the basis of religions or sects neighborhoods
though there are some pockets where these communities lived together.On another hand, Apple Company is a very
concern about its products and
design aesthetics. They focus more on the quality of the end product. In 1980’s
Steve Job States that Apple is committed to bringing the best personal
experience to students, educators, creative professionals and consumers around
the world through its innovative hardware, software and Internet offerings.”Man
is the creator of change in this world. As such, he should be above systems and
structures, and not subordinate to them.”According
to these statements, Apple Company wants
to design all their products as a symbol of perfection for these customers.
They want to achieve the level of perfection from the drafting stage to the finishing stage. For this Steve Jobs, defines the Design philosophy of
the Apple Products which areCraft; one of the first design lessons that Steve Job got was the finest level
of craft which he learned at the hands of his father. His father said”When
you’re a carpenter making a beautiful chest of drawers, you’re not going to use
a piece of plywood on the back, even though it faces the wall and nobody will
ever see it. You’ll know it’s there, so you’re going to use a beautiful piece
of wood in the back. For you to sleep well at night, the aesthetic, the
quality, has to be carried all the way through.”Friendliness; the biggest visionary upswing that
was made by Steve Jobs in the early days of Apple was to identify that
high-tech devices could be friendly. Jobs learned that lesson, apparently, from
household appliances. Jobs spent time studying appliances, especially the
Cuisinart. He came bounding into the Mac office asked the design team to go buy
one, and made a raft of new suggestions based on its lines, curves, and bevels.Finding Simplicity
for the Future in Metaphors from the Past; Jobs felt that design simplicity
should be linked to making products easy to use. Those goals do not always go
together. Sometimes a design can be so sleek and simple that a user finds it
intimidating or unfriendly to navigate. “The main thing in
our design is that we have to make things intuitively obvious,”The
above statement of Steve Job about merging the complexity and innovations of
the past into the simplicity and perfection for the future provides the base
for the conceptual development of the project design. In this project, the density of the Lahore Walled City
is infused with the contemporary design approach of the Apple Flagship Store. (Cliff
K., July 11th, 2011)

   5.2.     EXPERIENTIAL JOURNEY OF WALLED CITY Photography
of Walled City Lahore (Bhatti Gate and Delhi Gate)

Figure 1:
Visual Experiences of delusion of darkness
into light and vice versa

Figure 2: Study of
Hierarchical Masses

  5.3.     CONCEPTUAL SKETCHES:

Figure 3: Translation
of the Walled City Experiential Journey into Sketches (Surprise Elements)

Figure 4: Translation
of the Walled City Experiential Journey into Visuals

Figure 5: Derivation
of Abstract from the Visual Vocabulary of Experiential Journey

Figure 6: Manipulating
the Abstract Visual Vocabulary according to Apple Inc. Design Philosophy 

Figure 7: Adding the
Rhythmic Expression of the Spaces (Walled City) into Sketches

  REFERENCES:Gant D., Kiesler S. (2002) Blurring the
Boundaries: Cell Phones, Mobility, and the Line between Work and Personal Life.
In: Brown B., Green N., Harper R. (eds) Wireless World. Computer Supported
Cooperative Work. Springer, London.
(https://link.springer.com/chapter/10.1007/978-1-4471-0665-4_9)http://academicwriting.wikidot.com/11-the-importance-of-new-technologies-in-our-lifehttps://www.academia.edu/9379851/Introduction_of_Apple._IncChristine R.
(January 29, 2017) Apple’s Vision Statement & Mission Statement. Panmore institute. http://panmore.com/apple-mission-statement-vision-statementCliff K.
(July 11th, 2011) The 6 Pillars of Steve Jobs’s Design Philosophy.
Co. Design. https://www.fastcodesign.com/1665375/the-6-pillars-of-steve-jobss-design-philosophyAhmad N.
(1998) Lahore Glimpses of a Glorious Heritage.Nevile P.
(1993) Lahore a Sentimental Journey.https://propakistani.pk/2014/07/08/smartphone-users-in-pakistan-infographic/https://lahorenama.wordpress.com/category/walled-city/Jessica
Mairs. (May 2nd, 2017) Dezeen: Foster + Partners completes Dubai
Apple Store with carbon-fibre “solar
wings”.  https://www.dezeen.com/2017/05/02/apple-dubai-mall-foster-partners-architecture-carbon-fibre-shop-united-arab-emirates/http://www.designrulz.com/architecture/2011/03/apple-stores-interior-design/Seele
2017: Apple retail store 5th avenue New York. https://seele.com/references/apple-retail-store-5th-avenue-new-york/

 

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