New Apple Federation Square project in Melbourne, Australia

Apple cancels Melbourne flagship and Tel Aviv store plans

Yes, Apple… not all disputes result in victories. Today, we have not one, but two reports of plans related to stores of the company canceled by outside forces – and no, none of them include the design of the Stockholm store, which, apparently, has also gone down the drain. Could it be the burrows of the astral hell of the Apple?


New Apple Federation Square project in Melbourne, AustraliaThe two designs sent by Apple to the store in Federation Square

The case of Apple Federation Square it has been going on for some time: more than a year ago, we first reported the opposition of the city government and the population of the city to the store, which, according to a representative, “looked like a Pizza Hut hut”. After changing the project and finding several other obstacles, however, the plans are definitely canceled, as informed by The Age.

The coup de grace in the store that will never be was a statement from the Heritage Victoria, a local government agency responsible for preserving the state’s historic heritage. The agency refused permission to demolish the Yarra Building, the building that is located in the place where the Apple Store would be located – a decision, by the way, that was already expected after the Melbourne City Council voted for the same determination earlier this month.

According to Heritage Victoria, the Apple store in Federation Square would be “visually dominant” and would result in “an unacceptable and irreversible impact on the meaning of the cultural heritage” of the square; the negative effects of construction, according to the agency, would far outweigh the benefits, including economic ones. The Yarra Building, it should be noted, houses the headquarters and museum of Koorie Heritage Trust, a non-profit NGO dedicated to protecting and preserving Aboriginal culture in South Australia.

Federation Square in MelbourneFederation Square with the proposed Apple store

Apple issued a standard statement talking about the cancellation:

While we are disappointed that we are unable to continue with plans for Federation Square, we remain committed to serving our customers in Melbourne and across Australia.

In fact, you can’t say that the citizens of Melbourne will be in a bush without a dog: Apple has five stores in the city or in its metropolitan area – all of them, however, are far from being “flagships “as the project that Apple had for Federation Square. If the loss is significant, well … it depends on your point of view.

Tel Aviv

Did you think that Apple’s frustrated plans boil down to Oceania? They found it wrong: according to the newspaper Haaretz, Apple abandoned plans to build its first store in Israel – more precisely, in your capital, Tel Aviv. The reason? Simply because no commercial space in the country was willing to accept its conditions.

Azrieli Sarona Tower in Tel Aviv (Israel), where Apple would open a storeAzrieli Sarona Tower, in the center

According to the newspaper, Apple’s most recent space to build its store was the Azrieli Sarona Tower, a 61-story skyscraper in Tel Aviv. Conversations started with the company that manages the space, but quickly ended due to differences – especially in financial matters, since the company supposedly required help to recover its marketing and inventory costs from the construction.

Apparently, this case is not unprecedented: Apple would have tried to find other locations in Tel Aviv previously to start the project for its first store in the country, but it was unsuccessful in any of them because of its requirements considered unacceptable by the owners of commercial spaces. . With the repeated falls, Apple would have definitively canceled the idea of ​​being present in Israel.

As the 9to5Mac, Apple is notoriously tough to crack with this type of deal. The company knows that its projects give prestige, visibility and traffic to the places where they will be built and, for this reason, it places its conditions in the stratosphere – in some cases, even requiring entire periods of free rent. The Israelis, apparently, were not impressed.

Cherry hill

As not everything can be negative, Apple at least found success to renovate one of its stores: the Apple Cherry Hillin the US state of New Jersey.

Apple Cherry Hill in New Jersey (USA)Apple Cherry Hill currently

The information is not yet definitive, but according to the newspaper Courier Post, everything indicates that the Cupertino company is really pulling the strings: at a recent meeting at the Cherry Hill Planning Office, the proposal to renovate a “store flagship”Of an unidentified company, but which currently occupies around 550m² inside the shopping center where the renovation will be carried out.

Putting this information together with renders disclosed from the project, it is easy to confirm that it is really Apple that is putting the plan into practice. The (supposed) new Apple store would double in size and move from an internal space of the mall to an area with internal and external entrances, where a North Face store is currently located.

Supposed renders of the new Apple Cherry Hill

It is good to note that renders presented here seem to be a certain age and may not faithfully represent the final result of the store – as is known, after all, Apple has already abandoned this style with metal plates and lightboxes, giving emphasis to natural materials, such as stone and wood, in its constructions of the last years.

If the plans are realized, Apple Cherry Hill will be only the 2nd of 11 stores in the state to be renovated and adapt to the aesthetic standards in force at Apple retail. For that, of course, we will have to wait: there is still no movement of machines in space, and any construction of this type would take at least a year to complete.

via Cult of Mac, 9to5Mac