On the windows of the new Store in Via del Corso in Rome, today a marble apple has appeared, illuminated with the colors of Apple. It is no surprise that the American company was preparing a grand launch for the first store in the center of the capital, in fact the opening was scheduled for last spring, and with the pandemic it has been postponed indefinitely. Now we should be there, and the confirmation comes from the logo, revisited for the occasion and accompanied by the claim “Creatives inside”.
The company explains that the campaign pays homage to the artistic and creative tradition of Rome, choosing marble as a symbolic element: the stone that in Italy, and especially in the capital, architects and sculptors have used over the centuries to express their talent and create masterpieces. . It is in marble that the Apple logo finds a new reinterpretation, and Carrara marble is also the predominant stone in the Via Del Corso store, a further reference to the history and design of the Eternal City.
In the logo, the six colors of the first, historic apple dynamically fill one of the veins of the marble, symbolizing how the creative DNA of Apple meets the cultural soul of Rome in the store in Via del Corso. It is an invitation to discover the creative impulse, the creative vein that is in each of us, and to use Apple technology as a propeller of the imagination, an ideal digital chisel that helps to bring our ideas to life. The fusion of science and technology, as Steve Jobs taught.
In the space of Apple Via del Corso, in fact, it will be possible to find the tools and stimuli to bring out the potential of each one. “Creatives inside” is therefore an appeal and a reminder: remember also how at the Store it will be possible to meet Apple Creatives, professionals versed in the arts (music, illustration, photography, video) who will help and advise customers in their projects. This help will be available for free to all, through the Today at Apple program with its busy schedule of online events or, when it becomes possible again, in person.
