FANlondonWEEK_071230

I just came back from london, where stayed for a week. it is always amazing how inspiring this place is. the crack at the tate modern is impressive, the streets busy as usual and the people very disciplined.
one thing that got me thinking the most was once more the new concept at the apple store. the store is innovative and changes a lot, but this time it is mind blowing. it is not so much about the interior design, although they have expanded the upper floor quite a lot. the interior is still similar to the one two years back. focusing on the machines and products. letting people get their hands on the equipment. it always felt more like a mix of office, living room, meeting place or even workspace, rather than a shop. one big element, that is still on, is the genius bar, where qualified staff help out with apple computer related problems.
the new thing now is buying on spot. it is now possible to buy the article you want right where you are in the store. this means literally everywhere in store you can pay and walk out. this is done via mobile card readers. most of the staff are equipped with mobile card readers so one can pay anywhere in store. there is still a till for coins, but it s been moved way to the back of the store.
I was surprised buying stuff like that and only realized what's going on as I walked out of the store. this is a new way of shopping. it finally comes to the ultimate freedom of shopping. do you remember those eighties shopping centers where the shoppers where lead along rows of shelfs from the entrance to the tills in one way. this is the opposite now. one goes in and buys something and pays right there. there is strolling around before and afterwards and there is even the possibility of buying something else. the main point is that shopping is no longer a linear process. the act of paying is no longer the climax of the shopping experience and this is definitely a big step.
this calls for brand new ideas in shop design. I don't think the apple store, in terms of interior, already takes advantage of this new experience. they look rather overstrained with what they created and the staff seems not to know how to handle this new situation (they're all standing around the till) but I am sure they'll work on it.
or someone else will. there is a lot of potential.