Apple Shares Details on Planned Tower Theatre Flagship Store in Los Angeles

[MacRumors]

Apple has long been rumored to be working on plans for an Apple Store at the iconic Tower Theatre in Los Angeles, and today, Apple shared details on the upcoming location with the Los Angeles Times.

According to Apple, the Tower Theatre store will be one of the world's most prominent Apple retail locations when it is completed, with the company planning to entirely overhaul the interior of the building to turn it into retail space and an interactive community area.

In a rendering shared by Apple, the Tower Theatre store preserves the ornate Renaissance Revival style of the interior of the theatre for an Apple Store that will indeed be one of the most unique. The building, which features French, Spanish, Moorish, and Italian elements, was built to mimic the Paris Opera House.

The Tower Theatre is in disrepair, though, and the area around it has become outdated, leaving the building's owners and city council members eager for Apple's revitalization efforts. Apple is using the original Tower Theatre blueprints and photographs to restore original theatre elements like murals, decorations, and the leaded-glass window over the entrance.

BJ Siegel, senior director of retail design at Apple, told the Los Angeles Times that Apple was inspired by the Tower Theatre's history and many of its firsts -- it was one of the first air conditioned buildings in Los Angeles.

"All of that cool technology inspires us because we are a technology company and we are bringing new technology to the place," Siegel said.

According to Siegel, while many people picture Apple retail stores as "big glass boxes," that's not true of all stores the company designs. Other similar stores include Covent Garden, the Opéra store in Paris, Apple Kurfürstendamm in Berlin, Apple Amsterdam built in the famous Hirsch building, Apple's Grand Central store in New York, and the planned Carnegie Library store in Washington, D.C.

The Tower Theatre location will be very different than other Apple retail stores in Los Angeles, says Siegel, describing it as "in the upper echelon of what Apple does."

Siegel expects some events at the upcoming store to draw hundreds of people, while other events will be planned for smaller groups. Apple will use part of the store for its Today at Apple sessions, where it provides tutorials and help with various Apple products, along with seminars and programs for children.

Apple is aiming to file plans with the city this week to gain approval for its planned renovation of the location.

Article Link: Apple Shares Details on Planned Tower Theatre Flagship Store in Los Angeles

 

[CPark98]

Simply stunning.

 

[diego]

This is a huge disfavor for the historic theatre. I can't think of a less suitable location for a retail store than this space. So sad that a local, independent theatre company was not able to get this property.

 

[lkrupp]

I vividly remember the early days when Apple was shoved to a dark corner in the back of many electronics retailers, places like Best Buy, CompUSA, Circuit City, Ultimate Electronics. Then there were the independent Apple dealers in town, some good, many bad. Sears once carried an Apple II clone, the Franklin. Many Apple fans chafed at the poor treatment of Apple products by retailers. Many of us hoped Apple might finally have taken enough guff from these places and open their own stores.

When Steve Jobs announced the first Apple stores were coming marketing and retail experts literally fell out of their chairs laughing. Fast forward to today and they’re not laughing anymore. For years now Apple stores have generated more revenue per square foot than any other retailer. And their stores are the envy of marketing gurus the world over.

So add that to the list of reasons AAPL will probably close above $1trillion market cap today.

 

[RickInHouston]

Too garish for my taste. It's a phone company. Start acting like it.

 

[Jamers99]

How come I don't see any bandits in black hoodies running with fistfuls of iPhones in this picture? They did say this was in LA right?

 

[CPark98]

Too garish for my taste. It's a phone company. Start acting like it.

Preserving history in a respective manner is garish? An Apple Store in this style should not be surprising given Apple's focus in blending fashion, technology, and the arts. The theatre has been abandoned for three decades now, and its great to see that it is finally being given a new life.

 

[barkomatic]

This is a huge disfavor for the historic theatre. I can't think of a less suitable location for a retail store than this space. So sad that a local, independent theatre company was not able to get this property.

I agree it would have been better if a local theater company had the millions of dollars required to restore the building and pay for its upkeep and productions. Even some of the Broadway theaters in New York with shows that have $3000 tickets get a little shabby.

Apple at least is trying to preserve the best features of the building which would not be the case if the place were used as a warehouse or simply torn down for glass condo building. This renovation will allow the building to survive for much longer and maybe one day in a time when the arts are valued again it could more easily converted back to a theater.

 

[Mac Fly (film)]

Yeah, this one I don't know about.

 

[apolloa]

I’ve seen the headlines ‘flagship’ and ‘Apple Store’ so much on this site it doesn’t really carry any weight or mean anything anymore.

 

[JohnStrass]

[doublepost=1533236823][/doublepost]Heartbreaking. Apple could have done something terrific. Rehab the space for lectures, etc. Instead, another pretty retail box...
[doublepost=1533236934][/doublepost]

I agree it would have been better if a local theater company had the millions of dollars required to restore the building and pay for its upkeep and productions. Even some of the Broadway theaters in New York with shows that have $3000 tickets get a little shabby.

Apple at least is trying to preserve the best features of the building which would not be the case if the place were used as a warehouse or simply torn down for glass condo building. This renovation will allow the building to survive for much longer and maybe one day in a time when the arts are valued again it could more easily converted back to a theater.

OR, perhaps Apple could put in a drop of the billions (oops, I mean Trillion dollars it is now worth) to make something that benefits the local community. Could host programs with video feed of TED talks. OR maybe apple lectures of some sort, etc...

 

[2013.1]

What’s next?

A Cathedral?

 

[CPark98]

What’s next?

A Cathedral?

Eventually, they will just lease the Sistine Chapel.

 

[Airstrip1Guy]

“most unique”

So is it unique? Or not?

 

[Stridder44]

This is a huge disfavor for the historic theatre. I can't think of a less suitable location for a retail store than this space. So sad that a local, independent theatre company was not able to get this property.

You are beyond delusional if you truly believe this. I can only assume you have never been in the area, because anyone who has would say this is an excellent move for both Apple, the surrounding area, and of course the building itself (Apple has a history of restoring old buildings wonderfully).

 

[justperry]

What’s next?

A Cathedral?

Quite possible, plenty of churches close doors, being used for other purposes, so...why not.

 

[Dozer_Zaibatsu]

The prediction was apparently off by 30 years or so, but it looks like the perfect place that will hold a daily BIM hour for all the Apple faithful.

 

[RaelFacio]

This is a huge disfavor for the historic theatre. I can't think of a less suitable location for a retail store than this space. So sad that a local, independent theatre company was not able to get this property.

From the LA Times article:

"Apple’s bid to bring the Tower back to life was too appealing to pass up, because the theater will return as a performance venue in addition to being a store, said Shahram Delijani, whose late father bought the theater years ago."

 

[Icy1007]

Sad that they'll be destroying such a beautiful theatre to turn it into just another retail store. A retail store is not a performance venue.
[doublepost=1533241353][/doublepost]

What’s next?

A Cathedral?

Right? They'll try to convert Notre Dame into an Apple store...

 

[CPark98]

Sad that they'll be destroying such a beautiful theatre to turn it into just another retail store. A retail store is not a performance venue.

The building has sat abandoned since the eighties.... If you can see in the rendering, a majority of the esthetics from the original theatre are here to stay. Apple has a knack for gracefully transform aging and decayed properties with historical significance into beautifully restored public venues. While it is not going to become a new theatre as many had hoped, at least it will be given a new life.

 

[barkomatic]

[doublepost=1533236823][/doublepost]Heartbreaking. Apple could have done something terrific. Rehab the space for lectures, etc. Instead, another pretty retail box...
[doublepost=1533236934][/doublepost]
OR, perhaps Apple could put in a drop of the billions (oops, I mean Trillion dollars it is now worth) to make something that benefits the local community. Could host programs with video feed of TED talks. OR maybe apple lectures of some sort, etc...

I'd argue that preserving a beautiful old theater from literally falling apart and eventually being demolished is a benefit to the local community. So are the jobs that will be created as a result of that store opening.

It's really hard to make spaces like this self supporting.

 

[dancefreak]

This is a huge disfavor for the historic theatre. I can't think of a less suitable location for a retail store than this space. So sad that a local, independent theatre company was not able to get this property.

Not remotely true. This is one of several grand old theaters in DTLA that is in massive disrepair. That part of the city is changing fast but these venues are huge investments and the goal should be to use them all in a new way. Preserving the original architecture keeps character and is far better than tearing down. The Rialto right nearby recently opened as an Urban Outfitter. Several of the theaters on the strip have also been renovated in recent years as performance venues so that element is still there. Wouldn't be sustainable in this many venues to the degree it was 90 years ago.

https://losangelestheatres.blogspot.com/2017/09/downtown-theatres.html

 

[Icy1007]

Not remotely true. This is one of several grand old theaters in DTLA that is in massive disrepair. That part of the city is changing fast but these venues are huge investments and the goal should be to use them all in a new way. Preserving the original architecture keeps character and is far better than tearing down. The Rialto right nearby recently opened as an Urban Outfitter. Several of the theaters on the strip have also been renovated in recent years as performance venues so that element is still there. Wouldn't be sustainable in this many venues to the degree it was 90 years ago.

https://losangelestheatres.blogspot.com/2017/09/downtown-theatres.html

They shouldn't be used for a new purpose, they should be used as what they were originally intended to be. Art and culture is a lot more important than a simple retail store for buying phones and laptops. This is just a way for Apple to get a store in a prime location for cheap.

 

[Morgenland]

grandiose!

 

[lkrupp]

grandiose!

Not for a trillion dollar company. I’d say it is quite modest.