Apple always integrates in the city where it is going to open one of its stores. Especially if it is an emblematic city and has an important cultural nucleus. If we remember when the Apple Store in Barcelona opened on Paseo de Gracia, the opening murals were made with mosaics reminiscent of Gaudi’s style. We also saw calligraphies in Hangzhou, paintings and photos in Chongqing, or murals in Miami.
Well, this Saturday, the first Apple Store in Belgium opens in Brussels. So Apple has prepared a video to tell us the story behind all the preparation for this very special opening. Belgium is a country where comics and illustration have a lot of importance, is one of the countries in Europe that has more tradition in this material .
There are many young artists who develop their careers in the Belgian city, and in the streets you can breathe comic strips with large illustrations on the facades of some buildings. So Apple wanted to give the greatest prominence to these illustrators , giving them the opportunity to create five images that would make up the Apple logo with different comic situations.
The idea is that when we see the five illustrations from a distance, as the scenes are perfectly separated , we see how the Apple is formed, as the Siri waves did in the invitation of the last keynote . There were 20 artists selected, and their illustrations tell stories of the city.
These are being displayed on the front of the Apple Store itself, and will be there until the store opens this Saturday . The slogan “Creativity goes on” appears below them.