Apple Unveils Striking New Window Coverings at Forthcoming Amsterdam Store

MacRumors · Feb 14, 2012

We've been covering Apple's forthcoming Amsterdam retail store with interest for some time now, as it will be the company's first location in the Netherlands. While development has been slowed by historic preservation issues, rumors last month suggested that the store could open on February 18.

Photo from One More Thing

Apple indeed appears to be getting closer to opening the store, as today it unveiled striking new orange window coverings announcing that the location will be "opening soon". Several Dutch sites including One More Thing [Google translation] and iPhoneclub.nl [Google translation] have posted photos of the store.

Photo from iPhoneclub.nl

Orange is the national color of the Netherlands, while the three vertically-stacked Apple logos are a play on the three crosses found in Amsterdam's coat of arms and which are popularly used to represent the city.

An opening date for the new store remains unknown, with hiring plans and glimpses of the store's interior suggesting that it will not quite meet the previously-rumored February 18 date.

Article Link: Apple Unveils Striking New Window Coverings at Forthcoming Amsterdam Store

Themaeds · Feb 14, 2012

The only window shopping I will be doing in Amsterdam usually involves the color red....not orange

kas23 · Feb 14, 2012

Man are those awesome window coverings...just astonishing.

Apple Key · Feb 14, 2012

It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.

iDuel · Feb 14, 2012

Apple Key said:
It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.

It is to represent the Netherlands' coat of arms. I doubt that Apple would do this anywhere else though.

Exhale · Feb 14, 2012

Apple Key said:
It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.

Is it, though?

MacRumors said:
Orange is the national color of the Netherlands, while the three vertically-stacked Apple logos are a play on the three crosses found in Amsterdam's coat of arms and which are popularly used to represent the city.

Rivanov · Feb 14, 2012

Can't wait! Definitely going to the opening of the Store.

ForzaJuve · Feb 14, 2012

Apple Key said:
It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.
---------------------------
You know what they say... once you go Mac you ain't never gonna go back.

Just a question about your signature, did you mean to say "you ain't ever gonna go back?" Because the way it reads now is that you are NOT never going to go back, which actually means that you are going to go back.

Noodlefarmer · Feb 14, 2012

Orange

The Dutch are big on Orange. Doubt it will be used in another countries.

ThatsMeRight · Feb 14, 2012

Noodlefarmer said:
The Dutch are big on Orange. Doubt it will be used in another countries.

I agree with you. Whenever there's a big holiday in the Netherlands, practically everybody will wear orange clothing.

rickvanr · Feb 14, 2012

That looks amazing! Well done.

thelonelylimo · Feb 14, 2012

Apple Key said:
It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.

Did you just look at the photos and not read the article?

Apple Key · Feb 14, 2012

Exhale said:
Is it, though?

Image

That's interesting. I didn't know about that.

It's still unusual for Apple to do this, I haven't seen anything like it before, where they would cater so specifically to the country. But, I get it.

5aga · Feb 14, 2012

according to Pantone, Tangerine Tango is the color of 2012

adamtj11 · Feb 14, 2012

Nice touch, can we have green when Apple opens in Dublin?

Apple Key · Feb 14, 2012

ForzaJuve said:
Just a question about your signature, did you mean to say "you ain't ever gonna go back?" Because the way it reads now is that you are NOT never going to go back, which actually means that you are going to go back.

It is purposefully grammatically incorrect.

Do a google search for "ain't never".

----------

thisisahughes said:
Did you just look at the photos and not read the article?

Oops.

Sorry, that was just my initial reaction. I should have read through the article first.

thelonelylimo · Feb 14, 2012

so that's what they used the orange Smart Covers for?

Mad-B-One · Feb 14, 2012

Themaeds said:
The only window shopping I will be doing in Amsterdam usually involves the color red....not orange

Yea, the red light district is well-known. And yes, you can go "window" shopping there - literally. If the curtain is closed - the girl is busy with a client.

Frobozz · Feb 14, 2012

That is a really beautiful building. Such presence. Apple knows how to scout great locations, particularly in foreign countries.

thekris1234 · Feb 14, 2012

Were these shop coverings sponsored by EasyJet?

It looks horrific. That's not how Apple do things.

White coverings with one greyish Apple logo on each panel.

Bright Orange and 3 Apple logo's? ********* hell that looks ridiculous.

Imagine their website looking like that.

borgqueenx · Feb 14, 2012

cant wait for it to open. i might even drop by on launch

jaison13 · Feb 14, 2012

i love that apple isn't a box store where every location looks pretty much exactly the same. either they put the store in a cool building or build a cool building.

blow45 · Feb 14, 2012

rickvanr said:
That looks amazing! Well done.

it's the friking dutch national color what's so amazing about the a national colour in its country of origin?

Fazzy · Feb 14, 2012

jaison13 said:
i love that apple isn't a box store where every location looks pretty much exactly the same. either they put the store in a cool building or build a cool building.

Yeah, not saying glass and steel looks bad, but the glass and brick ones at covent garden and NYC station really go well together.

Themaeds · Feb 14, 2012

Mad-B-One said:
Yea, the red light district is well-known. And yes, you can go "window" shopping there - literally. If the curtain is closed - the girl is busy with a client.

I was hoping they had a reservation app. guess not

Apple Unveils Striking New Window Coverings at Forthcoming Amsterdam Store

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