Bohlin Cywinski Jackson’s Apple Store on 5th Ave. in New York City, is an excellent example of how atmospherics can be a means of making money. Atmospherics is used in the Apple store to both attractpeople to the store, to make their products appealing, and to put people in a mood to buy them. They achieved this by considering how a potential customer would view the building, and the journey it takes them through upon entering and exploring the space. The atmospheres one experiences from a distance, up close, descending the stairs, and inside the building are all very different. But their succession takes a simple passer by and envelops them into what some might call the Apple religion. 

 

Many of the methods used are very similar, if not identical, to those used to create incredibly different effects with the other buildings mentioned. Some can even be directly traced to Zumthor, probably the most important figure in both this gallery, and Atmospherics. The temperature, sound of a space, materials, spatial tension, and light projections [2].

 

Lets first consider that person, walking down 5th avenue at dusk. Looking to their right, they see in this eerie, transparent cube across the street. Being the only unnatural object in the otherwise flat courtyard, yet much shorter than the giants surrounding the courtyard, and the strange light, which seems to seep out of its base. This use of special contrast and lighting draws their attention instantly. Then the use of landscaping is used to further contrast it with the buildings surrounding it. Trees and water fountains flank the store, giving it a natural feel that sets the person at ease, making them feel it is a place to rest for a minute if nothing else. Using the sound of water and trees in the breeze, as well as the sight of the trees and reflection off the water, an atmosphere of nature and comfort is created. All of this draws the person over to the store, whether they were coming there, or just walking by.

 

Having approached, they realize the cube is not as small as it appeared compared to the skyscrapers surrounding it. The 32 foot tall glass towers over them, provoking a sense of power in that Apple logo. But after looking up, they realize the light is coming from below. This light source, along with the lines of the cube draw they eyes downwards. Inside, they can see the space open up into this warm, bright space. This creates what Zumthor calls tension between interior and exterior. The person wants to be brought in and enclosed into this warm, welcoming space. The cold, dull, gray outside is not where they want to be, so they enter.