"There were many meetings when the Apple representative would pick up your [iPhone] and say: 'That's what we're building.' What that means is — if you look at the phone, there's the sheen on the phone, there's the bevel on the phone, there's how much shine they have ... every piece of that phone is engineered, and the building is the same way." [...]
The project is so extensive — and Apple is so demanding — that Apple Campus 2 has effectively "raised the bar for construction standards"
— businessinsider.com
For more news on Apple's under-construction second campus in Cupertino:
5 Comments
By slave labor in China?
Damn Miles you stole my line!
look no Chinese plagiarism ... http://plagiat9.webnode.ru
Then I guess OtterBox has a preeeeettttty big case to build!
If Apple has really been able to get their construction crews excited about achieving excellence, then that's impressive and sets a great precedent for the next $5 billion project out there... or similarly high-end job, I suppose. Perhaps we can get halfway to Japanese standards...? At the same time a lot of this sounds like hoopla and massaging the client: of course the contractor and architect will praise the client's high standards, for instance. Any project that size involves inventing new techniques, paying attention to every detail, including even -- gasp -- the rebar (I love the way they list that as something special about the project!).
I think what's really innovative about this project is not the thing itself or the techniques involved but the packaging of the story. They have turned this building into a great marketing tool, which is entirely appropriate (IMHO) and if it clues other clients in to the idea that the process of design and construction could be in itself a valuable tool, that will do us all a service.
I'm very interested to see it come together. I also can't help wondering when people who don't like the building will start using the readily available term "i-Sore" for this thing.
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