Apple reopens stores in Amsterdam and Maine; Deirdre O'Brien talks about life and career in interview

THE retail Apple continues its arduous task of upgrading all Apple stores to deliver as many consumers as possible of their new experiences. Recently, there were two reopenations that we will see now.

Apple amsterdam

THE flagship Ma in the capital of the Netherlands reopened in late October after nearly six months of construction, and the result was undeniably flashy. Located in a historic building in the center of Amsterdam, Apple kept the facade of the building intact, making all the changes indoors only.

The store has, of course, gained all the elements of the company's new retail experience: here we have the 8K canvas in the center of the space for the sections of the store. Today at Apple, at Avenues built into the sides, the indoor vegetation and the meeting room Boardroom, used for internal presentations.

Check out some photos, published by Storeteller (click / tap on images to enlarge):

Good, isn't it?

Apple Maine Mall

Another recently reopened store was the Apple Maine Mall, in the city of South Portland (Maine, USA). The store has reopened in the shopping center in a new space, much larger than the previous one, with the style adopted by Ma in its recent mall stores.

In other words, we have here a facade entirely made up of huge pivoting glass doors and an open interior flanked by Avenues and with the unbreakable 8K screen at the rear. THE 9to5Mac brought some pictures (click / tap to enlarge):

The reopening is significant because the store is Apple's only retail space across the state of Maine, so now more consumers can be accommodated and serviced by Apple's support service. Always good, isn't it?

Profile from Deirdre O'Brien

Finally, a note that has nothing to do with the stores themselves, but delves deep into one of the main minds behind them: the InStyle recently posted a profile / interview with Deirdre O'Brien, Apple's current senior vice president of retail and people, and successor to Angela Ahrendts managing the company's notorious stores.

Deirdre OBrien, Apple's Vice President of People

Despite her recently assumed leadership position, O'Brien is an Apple veteran: she's been in Cupertino since 1988, having experienced Ma's worst and best moments in the last 3 decades. This means, of course, that she has a lot of story to tell including several with Steve Jobs. About the giant's cofounder, O'Brien says he shares his vision of technology as a greater good for humanity:

One thing I think Steve intruded on us all was the idea that technology is here exclusively to connect people. Steve talked about Apple being at the intersection of technology and the liberal arts, and so we feel that it's much bigger than just the technology itself.

It was O'Brien's human ability that put her in her current position, controlling more than 500 stores around the world and managing more than 70,000 employees in these spaces. And it has always been this way: According to the executive, in one of Ma's most difficult periods (as early as the 2000s, when the Internet bubble burst and shook the company's finances), it was her own optimism and that of her colleagues. all ahead:

Honestly, (by that time) most people had already taken us out of play; few people believed we would survive. But there is always hope. So, first of all, I feel that I have incorporated a deep sense of optimism but a realistic optimism, because you need to evaluate things and have a good grasp of the reality of the situation you are in. What can I tell you is that in those difficult times of Apple, we persevered because we stayed together, and each played its part.

O'Brien also highlighted the bravest moment of her life, when she became a lesbian in her early twenties, just before joining Apple and precisely from the prospect of joining Apple.

I was afraid, but I knew I had to take my whole personality to Apple. I have never, ever regretted that decision, and today I consider it my responsibility and privilege to place myself every day as a support to the underrepresented members of our team. It is very important to me that everyone feels respected for what they are and that they have a deep sense of belonging.

Beautiful, isn't it? The full interview can be read on the InStyle.

via The Mac Observer