Apple kicked off its occasion at this time with a captivating little video that did double promo obligation, each introducing the occasion in a lighthearted means and giving a fast curated tour of the corporate’s new “spaceship” headquarters. We don’t at all times submit Apple ads right here at TechCrunch, however once we do, it’s as a result of they really showcase one thing new. Well, form of new, anyway. It’s good to see all of it in movement.
A low aerial shot brings us into the scene, the highest ground of the spaceship’s exterior, and because the opening strains of the “Mission: Impossible” theme begin up, we see our protagonist (Alison, we discover out later) blast out of a convention room.
A few issues to notice right here: the highest ground (four, by the way in which) is stuffed with outward-facing rooms, absolutely of varied sizes and features, however the outermost ring, proper subsequent to the home windows, is the place you stroll. With all of the folks shifting round these glass-lined tunnels, maybe a greater identify for this HQ can be the Ant Farm.
However, there do seem like some shared areas with chairs and different lodging right here and there. It simply doesn’t seem that a lot of the outside spots will likely be cherry workplaces with good views, with peons caught in some interior ring. That’s good. But there must be a full-time employees, plus robots, to maintain the glass clear. That’s unhealthy. It’s poetic in a means, although: everyone seems to be at all times having to de-smudge their telephones, why shouldn’t Apple should de-smudge its headquarters?
Next (through a somewhat dizzying pan) is what now we have to imagine is a spoke on the wheel, a big atrium that appears to increase from middle to exterior, and is stuffed with calming white and neutral-colored furnishings. It seems like the within of Jony Ives’s mind. There are in all probability eight of those, with one or two being additional resplendent for guests, maybe with shops extending off the edges, portrait galleries of Apple execs and so forth.
This shot may be very “North by Northwest,” by the way in which.
The spoke opens up on the interior facet onto the large courtyard, as everyone knows, which is elaborately landscaped and criss-crossed with paths. At the middle is a big pond, although curiously there appear to be somewhat few paths resulting in it, since our heroine takes the direct route via the sage and different brush.
I really anticipated the pond to be a bit extra picturesque, however there’s solely a lot you are able to do with that local weather. It appears to be solely a few foot deep, lined with giant rocks. I…