Apple is busy building a new campus in California. Their soon-to-be headquarters costs several billions of dollars, is set to be net-zero energy and is designed by one of my favourite architects, Sir Norman Foster. It’s gonna be a remarkable building for sure. But there’s more to it than just these facts… because there’s a video!
This video made me think of something I always knew, but never fully realized; A building is basically ‘just a product’, thus the same compared to other products like cars, electronics and furniture. Similar to these products, a building also needs to be designed, sold and ultimately be used.
We’re not gonna focus on the design of this ‘product’. I think it looks great, both the design and functionality are awesome and the campus looks transparant but essentially is a fortress… in other words, it’s exactly what we think of Apple and its products. Instead I want to talk about the ‘selling-part’ and explain what this has to do with this building ‘being a product’.
Apple didn’t have to sell the project to their Board of Directors. Steve said yes, which is all you need. The project also didn’t have to be sold to the architect (“Norman, will you please design this building with us?”). When Norman Foster got the call he probably said “yes” before Steve could even ask the question. However, the building needs to be ‘sold’ to the Cupertino City Council. If they don’t like the design, think it’s too big, too whatever, the project is off.
Although few can imagine the city council to disapprove the project, it’s still a possibility (remember Steve Job’s battle to tear down his own house?) This is why Apple left nothing to chance. In 2011 Steve Jobs personally presented the proposal to the council. In October 2013 Apple again presented their plans in front of the council. This time they also showed a short video (see video above).
In this video, Apple presents their campus as if it’s a new iPhone. They talk more about the process of the design than the actual features. Typical for Apple, they don’t talk about the giant size of the building, or the costs, or the jobs it will bring to the area (the ‘specs’ so to speak of). Instead, they focus on trees and the landscape; “80 percent of the site will be green space”.
The video itself is a typical Apple production. We see the product (the building) and its designers. Norman Foster functions as as Jony Ive and designers use phrases which can also be used to describe the newest iPhones. What to think of:
“This project is pushing the boundaries of what’s technically possible in almost every aspect.”
“Everything is hand crafted for this project.”
Remember they’re talking about their new campus, not a new iGadget. To me this proves Apple really has design and marketing in their DNA (as if I ever needed any proof, which I didn’t). They did an incredible job to market this building as if it’s a consumer product.
Steve Jobs was proud to be involved in four revolutionary Apple products: the iMac, iPod, iPhone and iPad. Let’s add a fifth revolutionary ‘consumer product’ to the list… the iCampus.
Note: The Cupertino City Council unanimously approved the project in October 2013.