Our Easy Recolor Carpets Add a Unique Touch to This Apple Store
Within an abandoned 1920s movie theatre in Downtown Los Angeles lies a brand new Apple Store: Apple Tower Theatre. Now open to the public, the store is part of the city’s urban regeneration to make it a vibrant city center. Originally designed by architect S. Charles Lee in 1927, the historic theatre is an ornate building characteristic of Renaissance style. Through the revamp, designers aim to give the building a new purpose, helping return its former charm and glory. They sought to restore the original features of the space within the context of the adaptive reuse of the existing building.
UK studio Foster + Partners are the brains behind the Apple Tower Theatre interior design project. They worked in collaboration with the architectural firm Gruen Associates, who completed the restorations, refurbishments, and modifications. We had the privilege of supplying our Easy Recolor Carpets as part of the redesign. Here is a look at the impressive final result and unveiling of the new Apple Store.
Renaissance Revival and Modernization at Tower Theatre
Throughout the Apple Tower interior design project, the overarching narrative was to retain rather than replace. The original theatre building featured a massive auditorium with grand staircases and exquisite detailing. Through the revamp, designers wanted to recapture this former glory and preserve as much of the original work as possible. No feature was overlooked, with Apple’s director of retail design, Doo Ho Lee describing the project as a “true labor of love.”
The resultant space is white, bright, and airy, with incredible detailing. Many of this mirrors the elegant plasterwork and gold finishing of the original theatre. Bronze handrails guide visitors up to the balcony level, and renovation of the marble columns add elegance and splendor. Larger features of the 1920s building haven’t been forgotten either. The wonderful stained glass window has been restored, as has a simplified version of the original skylight mural. A replica of a clock tower cap removed in 1971 following an earthquake has been replaced on the building’s exterior.
Grand Arched Staircase Features Our Plush Red Carpet
The grand arched staircase is where you’ll find our plush red carpet, gently guiding you up to the balcony level. The carpet’s antique patterning is reminiscent of the 1920s, yet its subtlety brings it into the modern-day. This works with the Apple Tower interior design brief perfectly. The carpet draws on the theatre’s historical significance, yet its modern twist aligns with Apple’s innovative tech products. Moreover, the red carpet is synonymous with opulence and conjures feelings of glamour. This mirrors the overall atmosphere of the building. Its grand lobby, delicate detailing, and domed ceiling adorning crystal chandeliers all carry an air of sophistication and stratospheric status.
Another reason designers opted for the red carpet for the Apple Tower interior design project is its ties to the theatre. Famous actors and actresses walk down the red carpet at galas and events. Similarly, store visitors are invited to follow its path to the upper level of the shop. Furthermore, the color red is used for theatre curtains as it absorbs little light, helping spotlights to show on stage. As such, the theatre and the red curtain are a duo seen all over the world. Our carpet captures this and reminds all guests of the building’s historical past.
Adaptive Reuse into a Functional Retail Store
While maintaining the old theatre’s former glory, the Apple Tower interior design project simultaneously created a functional retail space. A large retail screen hangs in the center of the room where the cinema screen once stood. Sleek modern tables have been added to the lower floor of the Forum where the company can showcase its latest products. Moreover, the movies theatre’s original balconies remain in place. Beneath these is space for storage and cashier desks, creating a clean and contemporary finish.
Atop these balconies, visitors will find the best seats to view the Forum. The old cinema seats here have been reupholstered and fitted with electrical data points or a reimagined purpose. They now serve as a place for visitors to relax while waiting for their Genius appointments. Apple also intends to use the upstairs balcony and auditorium as a theatrical event space to host public art and mentor teaching sessions.