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Apple predstavio novi izgled dućana, ideja je da podsjeća na gradski trg. Nismo sigurni jesu li baš uspjeli

'Dućani su naš najveći proizvod', kaže potpredsjednica za retail

SAN FRANCISCO, CA - MAY 19: A view of the new flagship Apple Store on May 19, 2016 in San Francisco, California. Apple is preparing to open its newest flagship store in San Francisco's Union Square on Saturday May 21. The new store features new design elements as well as community programs including the "genius grove" where where customers can get support under a canopy of local trees and "the plaza" a public space that will be open 24 hour a day. Visitors will enter the store through 42-foot tall sliding glass doors. Justin Sullivan/Getty Images/AFP
FOTO: AFP
20. 05. 2016.

Apple u subotu otvara svoju trgovinu u San Franciscu koja će postati novi standard u mreži Appleovih fizičkih trgovina i fizička manifestacija centara oko kojih Apple stvara zajednicu svojih korisnika.

Uoči otvaranja, Appleova potpredsjednica za retail Angela Ahrendts je izjavila da nova trgovina postavlja standard za sve buduće Apple trgovine. Apple želi da njihovi dućani budu integralni dio zajednice, nešto poput gradskog trga na kojem se svi okupljaju.

SAN FRANCISCO, CA - MAY 19: Members of media tour the "Genius Grove" during a press preview of the new flagship Apple Store on May 19, 2016 in San Francisco, California. Apple is preparing to open its newest flagship store in San Francisco's Union Square on Saturday May 21. The new store features new design elements as well as community programs including the "genius grove" where where customers can get support under a canopy of local trees and "the plaza" a public space that will be open 24 hour a day. Visitors will enter the store through 42-foot tall sliding glass doors. Justin Sullivan/Getty Images/AFP
Justin Sullivan/Getty Images/AFP AFP

Od golemog staklenog dućana na Petoj aveniji u New Yorku do futurističkog Apple Storea u Istanbulu, njihove su trgovine arhitektonski i prostorno promišljene i izvedene na način da se uklapaju u urbano okruženje i ekosustav grada.

Prihodi manji nego u webshopu

Golema staklena stijena umjesto zidova i ulaznih vrata te drvoredi od pravih živih stabala pokraj odjela korisničke podrške su arhitektonska i dizajnerska rješenja kojima se Apple stapa s okolinom i otvara prema van. “Znat ćemo da smo uspjeli kada atmosfera u trgovini bude kao na gradskom trgu”, kazala je Ahrendts.

SAN FRANCISCO, CA - MAY 19: A view of the new flagship Apple Store on May 19, 2016 in San Francisco, California. Apple is preparing to open its newest flagship store in San Francisco's Union Square on Saturday May 21. The new store features new design elements as well as community programs including the "genius grove" where where customers can get support under a canopy of local trees and "the plaza" a public space that will be open 24 hour a day. Visitors will enter the store through 42-foot tall sliding glass doors. Justin Sullivan/Getty Images/AFP
Justin Sullivan/Getty Images/AFP AFP

Apple dućani ne stvaraju ni približne prihode kao web trgovina kompanije. Ipak, u posljednjih petnaest godina simbolizirale su Appleovo prisutstvo u fizičkom svijetu, kroz koji kompanija gradi odnos s kupcima u svim gradovima u kojima se pojave. Nova trgovina je prema tome, zapravo pilot projekt na kojem će Apple testirati sve funkcionalnosti koje planira ugraditi u najvažnije od svojih 480 trgovina diljem svijeta.

SAN FRANCISCO, CA - MAY 19: Apple employees work on laptops in "The Forum" inside the new flagship Apple Store on May 19, 2016 in San Francisco, California. Apple is preparing to open its newest flagship store in San Francisco's Union Square on Saturday May 21. The new store features new design elements as well as community programs including the "genius grove" where where customers can get support under a canopy of local trees and "the plaza" a public space that will be open 24 hour a day. Visitors will enter the store through 42-foot tall sliding glass doors. Justin Sullivan/Getty Images/AFP
Justin Sullivan/Getty Images/AFP AFP

Trgovine su Appleov način odmicanja od zaslona pametnih telefona i laptopa u fizički prostor u kojem provodim vrijeme. “Doživljavamo ih kao naš najveći proizvod”, objašnjava Ahrendts.

Apple, Tržište, trgovina, retail, Apple Store,