Apple's first D.C. store: Design by committee
It took five tries — and four redesigns –Â but Apple (AAPL) last week finally won approval to build a retail outlet in Washington D.C., its first in the nation's capital.
The final rendering, shown at right, was designed to echo the architectural features of the city's historic Georgetown neighborhood. It was enthusiastically embraced by the same architectural preservation board that had soundly rejected Apple's previous designs.
"This is beautifully executed," Stephen J. Vanze, chairman of the Old Georgetown Board, told Karl Backus, Apple's architect, according to the Washington Post. "We're very pleased."
The Post did not say if Steve Jobs is equally pleased. Apple purchased the building that now stands on the site, 1229 Wisconsin Ave. NW, in 2007 for $13.3 million, according to IFOAppleStore. It has been navigating the maze of D.C.'s multi-layered approval process ever since.
For a company that puts so much stock in cutting-edge design, it must have been painful to be second-guessed at every turn by a couple of neighborhood boards.
How far is the final version from Apple's original conception? We tell the story through pictures below the fold.
Original building. Here's what currently stands at the site. The red-brick building's previous tenant was a French Connection clothing store.
First Apple design: Apple's first proposal, shown below in a sketch obtained by the Washington Post, was submitted in Sept. 2007 but rejected by the U.S. Fine Arts Commission's Advisory Neighborhood Commission (ANC).
Second Apple design. We're not sure what the ANC expected of Apple, but we're pretty sure it wasn't the design shown below: a shiny, two-story glass-and-steel retail emporium that doesn't look like anything else in the neighborhood. The Old Georgetown Board (OGB) — three architects appointed by the Fine Arts Commission — rejected it, reportedly concerned about how much light would spill out of all that glass at night.
Third Apple design. Apple came back with the version rendered below and a high-level endorsement: Steve Jobs himself had seen the design and liked it. The Georgetown Metropolitan did not. "In GM’s view," it editorialized, "this is not an appropriate design for Georgetown." (link) The ANC agreed, and so did the OGB. (They felt it looked like a billboard, said a spokesman.) Apple's architects went back to the drawing board.
Fourth Apple design. What Apple came back with in February looks a lot like the original design rejected back in 2007. This time it was approved by the ANC but blocked by the OGB, which didn't like the large glass window and over-sized entrance on the ground floor.
Fifth (and final) Apple design. This one did the trick. According to IFOAppleStore, the changes were minor: upper windows slightly altered and metal dividers added to the wide first-story window to break it up into bays. By now, according to Georgetown's Vox Populi blog, "the Commissioners appeared sick of talking about the Apple store." The AMC urged the OGB to approve the new design, shown below, which it did on Thursday.
Below: Another view of the final design, as rendered by Georgetown Metropolitan from drawings obtained from the ANC.
One can only imagine what the iMac would look like if Jonathan Ive's designs needed not just Steve Jobs' approval, but that of the ANC and OGB as well.
As someone who grew up in Georgetwon during the 1980's I can only comment on how disappointing, but completely predictable it was to read of the arduous approval process wrought by these small-town provincial neighborhood boards.
Their lack of vision is what keeps such a neighborhood from reaching it's full potential, on the world stage, in contrast to such bold renovations exemplified by London'swaterfront at the Tate Modern in 2000.
I vividly remember the struggles that Jeleff Boys and Girls club in Georgetown had to endure when funding for it's renovation got tied up by bureaucratic red tape. The concerns about renovating the basketball courts, both there as well as at Rose park, seemed racially motivated, as did the foolhardy rejection of a Metro stop in Georgetown. That myopic act during the 1970s was an attempt by parochial-minded landowners to prevent the 'masses' from inundating their enclave. They have gotten their cummupance ever since by the dearth of parking that is the scourge of every georgetown resident who owns a car. Keep up the good works, OGB.
Should we feel sorry for or disappointed by the architect/s who had to work on this project?
I would expect that any architect with a right mind would come up with exciting options for a client like apple…. instead the architect had to propose a building which is just a replica of the surrounding buildings ….
What was the use of hiring an architect for this project?Really ? So that the architect could draft the drawings ??? Any one with a construction experience could be just perfect for the task.
Despite all this, the architecture preservation board thanked the architect for executing a beautiful design … Beautiful????? Is this some kind of joke ????
I used to give apple a huge credit for influencing society with a new culture, is this the hardest sale apple had to conduct so far….. ??
Should we feel sorry for or disappointed by the architect/s who had to work on this project?
I would expect that any architect with a right mind would come up with exciting options for a client like apple…. instead the architect had to propose a building which is just a replica of the surrounding buildings ….
What was the use of hiring an architect for this project?Really ? So that the architect could draft the drawings ??? Any one with a construction experience could be just perfect for the task.
Despite all this, the architecture preservation board thanked the architect for executing a beautiful design … Beautiful????? Is this some kind of joke ????
I used to give apple a huge credit for influencing society with a new culture, is this the hardest sale apple had to conduct so far….. ??
I suppose it's just disappointing because it reminds me of the controversy over Moshe Safdie's Jepson center for the arts in Savannah a few years ago. Historic review boards tend to believe that their job is to make everything look historic, rather than to preserve what actually IS. European cities seem to embrace the harmony one can create by designing modern buildings made to live next to historic ones. In this country I guess we just prefer the monotone of the faux-historic, as if we were designing Hollywood backlots instead of real communities.
I suppose it's just disappointing because it reminds me of the controversy over Moshe Safdie's Jepson center for the arts in Savannah a few years ago. Historic review boards tend to believe that their job is to make everything look historic, rather than to preserve what actually IS. European cities seem to embrace the harmony one can create by designing modern buildings made to live next to historic ones. In this country I guess we just prefer the monotone of the faux-historic, as if we were designing Hollywood backlots instead of real communities.
The second design may exemplify the ideal of Apple, but the all-glass would stand out too much in Georgetown, don't you think?
I didn't mean that the current building is architecturally significant, but it's there and instead of wasting time to build another architecturally insignificant building (because architectural statements are not appropriate in this case, why not just use it?
The second design may exemplify the ideal of Apple, but the all-glass would stand out too much in Georgetown, don't you think?
I didn't mean that the current building is architecturally significant, but it's there and instead of wasting time to build another architecturally insignificant building (because architectural statements are not appropriate in this case, why not just use it?
As a former architecture student, and current architect, I spent a semester of studio working on projects in Georgetown. I believe the second design exemplifies the ideals of Apple, and fits in better than just slapping an Apple logo on a building.
The current building, which housed French Connection, has no historical significance to the community. I feel as though the Review Boards need to understand the difference between preservation of past, and imitation.
While preservation is important, you can't preserve a place through imitation of a supposed style of design.
As a former architecture student, and current architect, I spent a semester of studio working on projects in Georgetown. I believe the second design exemplifies the ideals of Apple, and fits in better than just slapping an Apple logo on a building.
The current building, which housed French Connection, has no historical significance to the community. I feel as though the Review Boards need to understand the difference between preservation of past, and imitation.
While preservation is important, you can't preserve a place through imitation of a supposed style of design.
Poetic justice (on a minor scale) for a company that insists that its customers must adapt to fit their products.
Poetic justice (on a minor scale) for a company that insists that its customers must adapt to fit their products.
The building that is there now has no architectural merit at all. Keeping it does not help Georgetown architecture at all. Keeping the building and putting a new face on it would work, but maybe Apple does not want that much space. The final design is nice and keeps the flavor of Georgetown. Apple could have saved a lot of time by working WITH the Board rather than against it with their design.
The building that is there now has no architectural merit at all. Keeping it does not help Georgetown architecture at all. Keeping the building and putting a new face on it would work, but maybe Apple does not want that much space. The final design is nice and keeps the flavor of Georgetown. Apple could have saved a lot of time by working WITH the Board rather than against it with their design.
Why has Apple waisted so much time? The current building in Georgetown is really big with open spaces, just perfect. Why tear it down?
I too believe that Apple's designs (2 and 3) were wrong for the neighborhood; plus, in the end Apple is about its products and not the wrapping. This neighborhood pre-exists DC and is very special. In fact, having lived and travelled extensively around the world I believe that Georgetown would be a famous neighborhood in any city in the world exactly as is. It combines so many things: Architecture, history, famous residents, spot for numerous movies, MONEY, top university, best parks, great elementary schools, hip retail, top quality retail, cafes, river, restaurants, truly international and rich crowd, hill for open views, bookstores, galleries, patisseries, 5 star hotels, boutique hotels (coming)….jeez, just realizing all these things when writing them down. Apple is lucky it's joining this place and the execs at Apple know it. I'd move there in a heartbeat if I could afford it.
Why has Apple waisted so much time? The current building in Georgetown is really big with open spaces, just perfect. Why tear it down?
I too believe that Apple's designs (2 and 3) were wrong for the neighborhood; plus, in the end Apple is about its products and not the wrapping. This neighborhood pre-exists DC and is very special. In fact, having lived and travelled extensively around the world I believe that Georgetown would be a famous neighborhood in any city in the world exactly as is. It combines so many things: Architecture, history, famous residents, spot for numerous movies, MONEY, top university, best parks, great elementary schools, hip retail, top quality retail, cafes, river, restaurants, truly international and rich crowd, hill for open views, bookstores, galleries, patisseries, 5 star hotels, boutique hotels (coming)….jeez, just realizing all these things when writing them down. Apple is lucky it's joining this place and the execs at Apple know it. I'd move there in a heartbeat if I could afford it.
Hey, I agree that the current building is just fine. Why go through all the hassle? Actually I think it looks better than the one that is proposed. Wire it up, slap on an Apple and you're good to go! Come on, open up!
Hey, I agree that the current building is just fine. Why go through all the hassle? Actually I think it looks better than the one that is proposed. Wire it up, slap on an Apple and you're good to go! Come on, open up!
Gallery Place the new hip area of DC? Are you joking? Galley Place is a Times Square wanne be, Georgetown is the real thing: every store in Georgetown exists in either NYC's SOHO or the Village and its standalone boutiques would blend in perfectly in either. Is Georgetown as hip as SOHO? No, but this is DC and Georgetown has other unique qualities (that James correctly points out). But please do not compare it to other neighborhoods in DC that hold on to a cool place here or there, like Apartment Zero. PLEASE. Cady's Alley (in Georgetown) has 10 Apartment Zeroes.
Gallery Place the new hip area of DC? Are you joking? Galley Place is a Times Square wanne be, Georgetown is the real thing: every store in Georgetown exists in either NYC's SOHO or the Village and its standalone boutiques would blend in perfectly in either. Is Georgetown as hip as SOHO? No, but this is DC and Georgetown has other unique qualities (that James correctly points out). But please do not compare it to other neighborhoods in DC that hold on to a cool place here or there, like Apartment Zero. PLEASE. Cady's Alley (in Georgetown) has 10 Apartment Zeroes.
I admire and love Apple too, like most people here sharing comments, but some of their designs were outrageous for the Georgetown store. Georgetown is a unique place in the US and its look should be respected. It is an architecturally and historically protected area for a reason. Why is this so bad or offensive to some people? The market agrees on its value as well, as Georgetown is one of the most expensive neighborhoods (per sq. foot) in the US and has retailers fighting to 'overpay' in order to open a store there rather than a few blocks away for half the price. Do you honestly think they are dumb and you (critics of Georgetown) know better? Hip stores (Ed Hardy, CUSP, Relish, Barneys, Juicy Couture, Urban Chic, Apple,…) have been opening there left and right in fact many chosing to BUY the property to ensure they will be in Georgetown for good. There must be a reason. Let Georgetown focus on architecture and Apple can focus on technology.
I admire and love Apple too, like most people here sharing comments, but some of their designs were outrageous for the Georgetown store. Georgetown is a unique place in the US and its look should be respected. It is an architecturally and historically protected area for a reason. Why is this so bad or offensive to some people? The market agrees on its value as well, as Georgetown is one of the most expensive neighborhoods (per sq. foot) in the US and has retailers fighting to 'overpay' in order to open a store there rather than a few blocks away for half the price. Do you honestly think they are dumb and you (critics of Georgetown) know better? Hip stores (Ed Hardy, CUSP, Relish, Barneys, Juicy Couture, Urban Chic, Apple,…) have been opening there left and right in fact many chosing to BUY the property to ensure they will be in Georgetown for good. There must be a reason. Let Georgetown focus on architecture and Apple can focus on technology.
Are you guys really Americans????
This story is why you are economically toasted, in a nutshell.
Who are these committee people to dictate what a new business should look like? Is that how American was built? By forcing companies that create jobs to spend vast amounts of money on lawyers and "artists" in order to satisfy a committee of "experts"?
And when I read the comments, I thought "OK, this is really occurring in soviet russia. The people do not even know how ridiculous this is."
Man, no wonder your economy is so wrecked. You guys have lost it. You are ruled by committees of wine drinking halfwits, folks who inherit their money and who go to university to look at paintings by dead europeans artists, and who use eight words when one will do.
From someone who has spent a lot of time in the former soviet union, advising folks on what their governments should do to stop the rot of communism and get the economy moving, let me tell you folks:
This sort of thing is a cancer on your economy. These people on these committees are stealing the money out your childrens wallets, and they will take it in the form of higher taxes, and the point of a gun.
Just because they drink chardonnay and can crack wise about Plato, that does not mean they are not stealing your great country. I can;t believe this is happening in America.
Are you guys really Americans????
This story is why you are economically toasted, in a nutshell.
Who are these committee people to dictate what a new business should look like? Is that how American was built? By forcing companies that create jobs to spend vast amounts of money on lawyers and "artists" in order to satisfy a committee of "experts"?
And when I read the comments, I thought "OK, this is really occurring in soviet russia. The people do not even know how ridiculous this is."
Man, no wonder your economy is so wrecked. You guys have lost it. You are ruled by committees of wine drinking halfwits, folks who inherit their money and who go to university to look at paintings by dead europeans artists, and who use eight words when one will do.
From someone who has spent a lot of time in the former soviet union, advising folks on what their governments should do to stop the rot of communism and get the economy moving, let me tell you folks:
This sort of thing is a cancer on your economy. These people on these committees are stealing the money out your childrens wallets, and they will take it in the form of higher taxes, and the point of a gun.
Just because they drink chardonnay and can crack wise about Plato, that does not mean they are not stealing your great country. I can;t believe this is happening in America.
These DC neighborhood boards haven't got a clue and just make it hard to get good businesses to come in. I thought it was a shame that Apple did not tell both boards to stick it and head over to Gallery Place… That has become the new hip area, anyway; Georgetown seems pretty tired and remains hard to access.
These DC neighborhood boards haven't got a clue and just make it hard to get good businesses to come in. I thought it was a shame that Apple did not tell both boards to stick it and head over to Gallery Place… That has become the new hip area, anyway; Georgetown seems pretty tired and remains hard to access.
The Apple Store on M-Street (3286 M Street) was not apple owned, but was "Georgetown Computers" they were an Apple Reseller back in the late 1970's. Apple didn't own stores until they opened the Tysons corner store in 2001.
The Apple Store on M-Street (3286 M Street) was not apple owned, but was "Georgetown Computers" they were an Apple Reseller back in the late 1970's. Apple didn't own stores until they opened the Tysons corner store in 2001.
I think the final design got it right.
Old districts really do need to keep architecture within the bounds of the historic nature. Euro design may be very cool and is appropriate in its own place, but a street of those designs would destroy the historic nature. The changes between the last two are indeed relatively minor, but I think they were significant.
As for the iMac – I'll bet dollars to doughnuts they went through 50 times more iterations! (though each iteration was probably less expensive.)
I think the final design got it right.
Old districts really do need to keep architecture within the bounds of the historic nature. Euro design may be very cool and is appropriate in its own place, but a street of those designs would destroy the historic nature. The changes between the last two are indeed relatively minor, but I think they were significant.
As for the iMac – I'll bet dollars to doughnuts they went through 50 times more iterations! (though each iteration was probably less expensive.)
it's not really true that this will be the first store in the district…
apple used to have a retail store on M street between wisconsin and the key bridge. not sure what happened to that store, but it closed a couple years ago.
it's not really true that this will be the first store in the district…
apple used to have a retail store on M street between wisconsin and the key bridge. not sure what happened to that store, but it closed a couple years ago.
The second, most modern design was your winner. It was by far the most elegant choice. Too bad for Georgetown.
The second, most modern design was your winner. It was by far the most elegant choice. Too bad for Georgetown.
if anyone wonders why DC is not the design culture center of america, now you know why.
the second design reminds me of what you see throughout europe, especially in the netherlands. mixing traditional with modern facades can be amazing and respectful of each other. sadly, DC is not interested in respecting new ideas.
if anyone wonders why DC is not the design culture center of america, now you know why.
the second design reminds me of what you see throughout europe, especially in the netherlands. mixing traditional with modern facades can be amazing and respectful of each other. sadly, DC is not interested in respecting new ideas.
a missed change, 2nd design was the most promising but alas, i would have quit if being Apple, if there rest no urban quality anymore Apple should quit and not lower their own (design) standards to a historic status quo.
maybe oke for a non specific urban store but unlikely for housing "the view of the future"
a missed change, 2nd design was the most promising but alas, i would have quit if being Apple, if there rest no urban quality anymore Apple should quit and not lower their own (design) standards to a historic status quo.
maybe oke for a non specific urban store but unlikely for housing "the view of the future"
Looked up the Washington Post article "Apple Tries, Tries Again To Open in Georgetown". http://www.washingtonpost.com/wp-dyn/content/article/2009/02/04/AR2009020402027.html
Their design #1 matches the MacDailyNews design #1. The design conjectured by the Georgetown Metropolitan and included in this article would appear to be incorrect
ex ped: I think we've got the correct one in there now.
Looked up the Washington Post article "Apple Tries, Tries Again To Open in Georgetown". http://www.washingtonpost.com/wp-dyn/content/article/2009/02/04/AR2009020402027.html
Their design #1 matches the MacDailyNews design #1. The design conjectured by the Georgetown Metropolitan and included in this article would appear to be incorrect
ex ped: I think we've got the correct one in there now.
I'd say the final design is excellent. In keeping with both the "open" ground floor look of Apple stores while reflecting the community's Georgian facade. Looks good to me.
I'd say the final design is excellent. In keeping with both the "open" ground floor look of Apple stores while reflecting the community's Georgian facade. Looks good to me.
Despite its pseudo-historic appearance, the "red brick" building currently on the site is only about 25 years old and has no historic significance. No one (not even the ANC and OGB) has been arguing that it should be retained.
Despite its pseudo-historic appearance, the "red brick" building currently on the site is only about 25 years old and has no historic significance. No one (not even the ANC and OGB) has been arguing that it should be retained.
Pecked to death by ducks. The original building was a design frankenstein that divided the block with its sheer awfulness. Apples first proposal was the most elegant and fitting and the subsequent design are just compromises to a board of bureaucrats who don't know any better. They certainly have no apparent understanding or appreciation for architecture. This whole exercise is a prime example of how great ideas get pecked to death.
Pecked to death by ducks. The original building was a design frankenstein that divided the block with its sheer awfulness. Apples first proposal was the most elegant and fitting and the subsequent design are just compromises to a board of bureaucrats who don't know any better. They certainly have no apparent understanding or appreciation for architecture. This whole exercise is a prime example of how great ideas get pecked to death.
Dave: "I like the red brick original building the best. Put an Apple logo at the top and you are good to go."
Dave, it's not possible to retain the building's facade. This is a three storey building and Apple wants to build a single-storey store. In Apple's first and fourth proposals, the upper-floor (with four windows) above the retail ground floor is fake.
http://georgetownmetropolitan.com/2009/02/03/the-approved-apple-designs/
Quote: "This side elevation demonstrates the single-story-behind-two-story-facade. There will be a two story vestibule directly behind the facade, but the main part of the building will be one story."
Apple should have immediately realized that this location is not appropriate for a single-storey store. The proposals keep getting rejected for issues of scale. In all, it sucks. This is the worst Apple retail store ever.
Philip Elmer-DeWitt: "The original design submitted by Apple does not appear in any public document"
You're mixing up Apple's third proposal with the first. Please google for the Washington Post article entitled "Apple Tries, Tries Again To Open in Georgetown." The first four proposals are depicted in the slideshow accompanying the article.
ex ped: Got it. Thanks.
Dave: "I like the red brick original building the best. Put an Apple logo at the top and you are good to go."
Dave, it's not possible to retain the building's facade. This is a three storey building and Apple wants to build a single-storey store. In Apple's first and fourth proposals, the upper-floor (with four windows) above the retail ground floor is fake.
http://georgetownmetropolitan.com/2009/02/03/the-approved-apple-designs/
Quote: "This side elevation demonstrates the single-story-behind-two-story-facade. There will be a two story vestibule directly behind the facade, but the main part of the building will be one story."
Apple should have immediately realized that this location is not appropriate for a single-storey store. The proposals keep getting rejected for issues of scale. In all, it sucks. This is the worst Apple retail store ever.
Philip Elmer-DeWitt: "The original design submitted by Apple does not appear in any public document"
You're mixing up Apple's third proposal with the first. Please google for the Washington Post article entitled "Apple Tries, Tries Again To Open in Georgetown." The first four proposals are depicted in the slideshow accompanying the article.
ex ped: Got it. Thanks.
are we on drugs here? the building there now should not go. i can't see how the review board is so concerned about this that they allow that to be torn down. i must really be lost.
are we on drugs here? the building there now should not go. i can't see how the review board is so concerned about this that they allow that to be torn down. i must really be lost.
I like the red brick original building the best. Put an Apple logo at the top and you are good to go.
I like the red brick original building the best. Put an Apple logo at the top and you are good to go.
As someone who grew up in Georgetwon during the 1980's I can only comment on how disappointing, but completely predictable it was to read of the arduous approval process wrought by these small-town provincial neighborhood boards.
Their lack of vision is what keeps such a neighborhood from reaching it's full potential, on the world stage, in contrast to such bold renovations exemplified by London'swaterfront at the Tate Modern in 2000.
I vividly remember the struggles that Jeleff Boys and Girls club in Georgetown had to endure when funding for it's renovation got tied up by bureaucratic red tape. The concerns about renovating the basketball courts, both there as well as at Rose park, seemed racially motivated, as did the foolhardy rejection of a Metro stop in Georgetown. That myopic act during the 1970s was an attempt by parochial-minded landowners to prevent the 'masses' from inundating their enclave. They have gotten their cummupance ever since by the dearth of parking that is the scourge of every georgetown resident who owns a car. Keep up the good works, OGB.