Apple Store Opens Today in Sumptuously Restored Tower Theater in LA
Marking the beginning of a new era of Hollywood tech glamour
Somehow it is slightly disconcerting to see iconic and historic movie theaters repurposed or simply demolished. The former is preferred. However, this is not just any renovation, not just any commercial repurposing.
This is a bold and strategic statement that Apple is not just the future of computing but the future of entertainment, enabler of creativity and the beating heart of digital communication.
In renovating, really rescuing the location, Apple has, seemingly, taken the deeper meanings to heart and tried, with a budget befitting the world’s largest company, to do justice to the majestic, historic landmark, even as they transformed it into a temple to all things Apple.
The link to Hollywood’s glory days is not inappropriate or hard to grasp, and there’s a nod to the innovative and pioneering spirit of those early days of film, and an attempt to draw a lane directly to the potential for Apple’s products and services to enhance creativity, entertainment experiences, and, well, life.
There’s also statement lurking in the transition, potentially a permanent one, which sees in-person pleasures like viewing a film on the big screen in opulent surroundings begin to fade into the past and a move into sales and learning nodes for devices and methods we can use to build and inhabit the metaverse.
In the press release from today the sub-head reads: “Historic theater has premiered new technology since 1927” – in an, apparently, heartfelt attempt to build a link between the technology of today and the entertainment marvels showcased at the theater during a bygone era.
The connections to Hollywood are no longer metaphoric
With Apple in the middle of a long transition away from just devices and hardware and into a service and communications company, the importance and multi-layered meaning of this location is unavoidable.
Creativity and communication, and most of all a deep bond with the emerging “creator class” that Apple itself had a huge role in bringing into being, are at the heart of the message they are sending with this location, the lavish and loving renovation and in the press release itself.
Once literally an underdog, first to IBM and later to the “evil empire” of Microsoft’s Kock-offs, Apple is still, oddly, often underestimated and misunderstood, or at least not understood until changes permeate society.
Nothing says, nay screams, that we are approaching a golden age of Apple than the new Apple Tower Theatre complex. That golden age will occur when the world catches up with the potential of having a professional film production studio in your pocket and all the other technical innovations still to come.
The great singularity of the Apple ecosystem
There is a hugely important convergence coming in the galaxy of Apple products, software and services, that is not yet halfway implemented. The next couple of years are bound to see powerful, sometimes confusing, always remarkable advances in the company’s offerings and the way that we interact with them.
And now, with the Apple Tower Theatre in LA, there is also a mecca which can be the end destination for any pilgrimage of the faithful. Also, with Hollywood creative talents literally around the corner, what better location could there be as a reminder for the power brokers that AppleTV+ is here to stay and plans to engage at all levels and intends to seek options on any deal.
Today at Apple Creative Studios will reach out to budding creativity everywhere
Strongly associated with the theater’s launch is also a enlargement and
Today at Apple Creative Studios – the project is a global initiative for “underrepresented young creatives” and is an ongoing part of Today at Apple which is hosted at Apple Stores worldwide.
As per the Apple press release:
“In collaboration with the nonprofit Music Forward Foundation, as well as Inner-City Arts and the Social Justice Learning Institute, Creative Studios LA will provide access to technology, creative resources, and hands-on experience, along with a platform to elevate and amplify up-and-coming talents’ stories over nine weeks of free programming.”
“Today at Apple will also offer public in-store sessions at Tower Theatre and virtual sessions hosted by Creative Studios teaching artists and mentors, including photographer and filmmaker Bethany Mollenkof, rapper and producer D Smoke, singer-songwriter Syd, and cellist and singer Kelsey Lu. Noah Humes and his mentor, Maurice Harris, two artists who worked on the mural outside Tower Theatre inspired by the spirit of Creative Studios LA, will also teach a virtual session. Everyone is welcome to register at apple.com/creative-studios-la.”
“Originally home to the first theater in Los Angeles wired for film with sound, the historic Tower Theatre was designed in 1927 by renowned motion-picture theater architect S. Charles Lee. That legacy of technological innovation continues today as the perfect venue to discover Apple’s full line of iPhone, iPad, and Mac, each of which has transformed modern-day filmmaking, photography, and music composition.”
“Upon the closing of its doors in 1988, the space has lain empty and unused. With the same level of care found in previous restoration projects, Apple collaborated with leading preservationists, restoration artists, and the City of Los Angeles to thoughtfully preserve and restore the theater’s beauty and grandeur. Every surface was carefully refinished, and the building has undergone a full seismic upgrade.”
Apple Tower Theatre Opens Thursday at 10 a.m.
The store team will welcome its first customers Thursday, June 24, at 10 a.m. Apple Tower Theatre will be open from 10 a.m. to 8 p.m. from Monday to Saturday, and 11 a.m. to 7 p.m. on Sunday, with team members ready to provide support and service to all visitors. For those wishing to order new products online, customers can get shopping help from Apple Specialists, choose monthly financing options, trade in eligible devices, receive Support services, and elect for no-contact delivery or Apple Store pickup.
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