Apple’s extravagant new campus brings brand values to life
by The One Centre
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10
July, 2017
10th July 2017
Apple Park, Apple’s extravagant ring-shaped campus headquarters is nearing completion, bringing to life Steve Jobs’ vision to create a home of innovation for generations to come.
The 175-acre campus, which aims to be a centre for creativity and collaboration, is a sprawling site of glass and nature, with the company creating artificial grass covered hills and planting more than 9,000 native trees around the grounds.
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At the centre of the campus is the impressive 2.8 million square-foot main building, which has been nicknamed ‘The Spaceship’. The huge ring-shaped building is clad entirely in glass and features some of the world’s largest curved glass panels.
The huge ring-shaped building is clad entirely in glass and features some of the world’s largest curved glass panels.
The breathable building features a “natural ventilation” system that circulates natural air throughout the building. It’s also powered completely by renewable energy from 17 megawatts of rooftop solar panels throughout the grounds.
Apple Park also includes a 1,000 seat auditorium, The Steve Jobs Theatre, as well as a visitors centre, an Apple store, a cafe, a fitness centre, walking and running paths, an orchard, meadow, and pond.
The Cupertino campus was the vision of the company’s late founder Steve Jobs and was brought to life by architects Norman Foster and his firm Foster + Partners, along with Apple CEO Tim Cook and Chief Design Officer Jony Ive.
The aim of the site was to create a space that would inspire the next generation of Apple employees.
The aim of the site was to create a space that would inspire the next generation of Apple employees. As Jobs himself said, “I believe we have a shot at building the best office building in the world.”
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The building is unmistakably Apple, from the sleek curved shape to the liberal use of aluminium and glass, it is infused with Apple’s signature design details.
As Jony Ive said, “We have approached the design, engineering and making of our new campus with the same enthusiasm and design principles that characterise our products.”
Not only does the campus look like Apple but it is also a representation of the brand’s value and ideas. Apple Park is a perfect symbol of Apple’s dedication to innovation, boldness and beauty. It aims to inspire and motivate all Apple employees to aspire to be creative, to think differently, push boundaries and think outside the box.
Apple Park is a perfect symbol of Apple’s dedication to innovation, boldness and beauty.
In many ways it is a literal translation of those ideas, right down to creating a ring-shaped building rather than a square box.
Central to Jobs’ vision for the campus was the role of nature and his aim was to create a space where employees could see and feel the natural world while they worked. He wanted to create an office that would blur the line between the building and the natural world.
Jobs wanted to create an office that would blur the line between the building and the natural world.
However, the site has not been without its criticisms with shareholders complaining about the costs, which are reported to have ballooned to US$5 billion and critics arguing that Apple Park’s “walled garden” is at odds with the more collaborative approach of other tech businesses which are embedding themselves in cities among users.
There is no denying Apple Park is Steve Jobs’ vision for the company’s future and it is a beautiful physical embodiment of the brand he created, but is it a fitting representation for the brand’s future? Only time will tell.
Why It Matters
- Apple is a design leader, and Apple Park exercises the brand’s visionary streak in office architecture and working environments.
- The boldness of its form – a ring – and humanity of its intent – blurring nature with technology – represents Apple’s higher ideals and desire to make design more human and beautiful
- Most importantly, Apple Park’s scale and ambition and sheer impact underscores the brand’s pre-eminence and power, and offers employees and shareholders a one-of-a-kind experience to hold them in awe
- Visionary + Magnetic it will attract the greatest talent on earth to join a community charting the course of consumer technology from a Spaceship docked in a walled garden in California
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Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
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![](https://theonecentre.com/wp-content/uploads/2018/04/Nissan-List-Image.jpg)
Transport
3/11
Nissan creates mobile workspace
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Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
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Products
30/09
Braun creates hypnotic installation for London Design Week
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Transport
22/09
BMW Films returns with an explosive short film
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Fashion
23/08
Adidas Republic of Sports launches in China
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Technology
21/08
Convert the world around you to Pantone with the new Pantone App
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![](https://theonecentre.com/wp-content/uploads/2016/08/MoleskineCafe_Thumbnail2.jpg)
Experiences
10/08
Moleskine opens a cafe for creatives
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Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
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Fashion
27/07
Activewear brand Lululemon expands into beer
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Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
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Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
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Products
23/06
Ikea launches brand collaborations
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Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
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Lifestyle
1/06
Google launches 360-degree interactive animated short film
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Food & Beverage
17/05
Coca-Cola makes music with W Hotels
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Finance
12/05
Save The Children returns with harrowing refugee film
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Fashion
19/04
COS creates "show-stopping" installation
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Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
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Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
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Technology
23/02
Samsung launches immersive brand experience store
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Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
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Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
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Technology
24/08
Apple Watch creates blooming installation at Selfridges
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Fashion
17/06
Nike targets women with luxury workout experience
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Art & Design
11/06
HSBC soars in stunning elevator film
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Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
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Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
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Technology
19/03
Samsung film is a beautiful tribute to the power of technology
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Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
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Fashion
31/10
Leica and Moncler create Monumental exhibition
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Technology
8/09
Wind Mobile celebrates human connections
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Products
18/08
Lego targets architects with new product range
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Products
23/07
GE revives iconic Moon Boot to celebrate role
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Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
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Fashion
30/06
Louis Vuitton Museum: a new level of branded art
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Media & Entertainment
8/06
GQ to groom men with branded barbershop
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Transport
4/06
BMW's iconic Art Cars Project launches global tour
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Food & Beverage
27/05
Chipotle turns to literature in new project
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Food & Beverage
20/05
Cornetto spreads the love with film series
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Food & Beverage
9/04
Stella hits high note with Chalice Symphony
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Finance
25/03
NRMA opens Crashed Car Showroom
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Technology
24/03
Intel urges audiences to 'look inside' in film series
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Fashion
12/03
Net-A-Porter launches glossy print magazine
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Products
17/02
The Lego Movie hits cinemas worldwide
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Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
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Products
20/12
Dom Perignon and Jeff Koons create art
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Fashion
5/12
Patagonia film celebrates the stories we wear
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Food & Beverage
18/09
Chipotle wages war on Big Food
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Technology
21/08
AT&T's brutal new film to stop texting and driving
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![](https://theonecentre.com/wp-content/uploads/2013/08/BA_VisitMum_Thumbnail.jpg)
Transport
14/08
BA tugs the heartstrings with Visit Mum film
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![](https://theonecentre.com/wp-content/uploads/2017/07/volvoworldbehindthumbnail432x362.jpg)
Transport
4/06
Leave the world behind with Volvo
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![](https://theonecentre.com/wp-content/uploads/2017/08/IBMfilm_thumbnail.jpg)
Technology
9/05
IBM & The World's Smallest Film
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![](https://theonecentre.com/wp-content/uploads/2017/07/Burberrythumbnail432x362.jpg)
Fashion
11/04
Burberry merges digital and physical worlds
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![](https://theonecentre.com/wp-content/uploads/2017/07/shipsongthumbnail.jpg)
Lifestyle
17/12
Iconic landmark is on song with The Ship Song
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![](https://theonecentre.com/wp-content/uploads/2017/07/jamesbond1listImage.jpg)
Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
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![](https://theonecentre.com/wp-content/uploads/2017/07/Redbullthumbnail.jpg)
Lifestyle
25/10
Red Bull goes Stratospheric
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![](https://theonecentre.com/wp-content/uploads/2017/08/AudiSpheres_Thumbnail.jpg)
Transport
7/09
Audi showcases the future in Spheres
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Technology
10/07
AT&T unveils transmedia experience Daybreak
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![](https://theonecentre.com/wp-content/uploads/2017/08/GoogleLabs_Thumbnail.jpg)
Products
30/06
Google experiments with art and science
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Technology
28/06
GE asks Australians for Two Words
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Food & Beverage
14/06
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