At that time, all movies were silent films, and the actors could only perform with exaggerated body movements and facial expressions. However, when "Jazz Singer" was aired for 45 minutes, the silent movie theater suddenly sounded the protagonist Jolson's loud voice:
Wait a minute, wait a minute. You ain't heard nothin' yet!
▲ Picture from: Stills of "Jazz Singer"
The audience was shocked and stood up and applauded. The first sound film in history was born in this theater.
But the good times didn't last long. This theater, which left behind many revolutionary historical events, became an abandoned monument after 1988.
Today, 33 years later, Apple has resurrected the Tower Theater .
▲ Comparison of the tower theater in the past and the tower theater now
This may be the most spectacular Apple Store
The Tower Theater, which was founded for nearly a century, has been in the cold from the gates of the past few decades, and it has turned around and reappeared in the sun.
Apple has spent many years renovating the Tower Theater inside and outside, calling it "one of the company's most important restoration projects to date."
They called Foster+Partners, an "old friend" of the Apple Store, to design again, and at the same time cooperated with the local government, restoration artists, and historical building protectors to restore.
In general, the restoration process of this theater is to restore the traditional grandeur and beauty , while at the same time dispersing the new sharpness and vitality of the era .
The restoration lies in –
When you approach the new Tower Theater, you can see at a glance that the clock tower in memory has become more shiny, the Broadway eaves have been rebuilt, the terracotta façade has become more tidy, and the iconic hanging signs have been replaced. Restored as it is, but more shiny.
Passing through the Broadway porch and entering the theater hall, here still retains the space designed by the architect Charles Garnier. His original inspiration came from the Paris Opera, and the magnificent Renaissance classic style is all over it.
Looking up, you can see the restored stained glass, where there are circling celluloid film, and the purple stripes that can only be seen in the sound film period, they combine to present a unique iris pattern.
When walking in the hall, you can see the gorgeous arched stairs, Collins-style marble railings, and ancient copper handrails everywhere.
Apple invited craftsmen to manually restore, renovate, paint and polish every surface of the building, and every detail can be seen with the intention of restoration.
And the modernity lies in–
The original dome of the hall was a picture of clouds and little angels. Now it is redrawn as a whole sky with brighter blue sky and white clouds.
Some refurbished paintings can be seen on the walls, which Apple calls "symbolize the intersection of free art and innovation."
The theater’s original seats have been modernized and conveniently transformed into flat and concise leather seats.
In the middle of the hall, tables and chairs displaying Apple products have been replaced, making it more open and flexible.
The screen behind the theater curtain becomes a whole video wall, which will also become an interactive area of the Apple Store, and Today at Apple courses will be held from time to time.
Apple also carried out a new seismic upgrade design for this theater, and added two elevators to make it more convenient for people to go up and down to visit.
Modern technology and traditional art are carefully combined here.
Los Angeles is the capital of entertainment and a mecca for movies. On every street corner, the creativity of art, music, and film and television content can be seen everywhere.
The "joint force" between the Tower Theater and the Apple Store can foresee and create new urban landmarks.
"Renovator" Apple, fascinated by ancient architecture
Now, Apple has opened more than 500 Apple Stores around the world.
Turning the Apple Store into a city landmark, Apple can be said to be handy.
Many well-known Apple Stores are established in the most prosperous business districts and the most luxurious locations.
▲ Shanghai Pudong Apple Store
The Apple Store, built on historical buildings, is like standing on the shoulders of giants, giving the "city landmarks" created by Apple more humanistic features.
Berlin an Apple Store, formerly known as it is a well-known local 19th-century theater .
The Apple Store at Grand Central Station in New York is one of the most prestigious Apple Stores in the world.
This Hongdaen store, which spent 7.5 million US dollars to build, occupies an area of 23,000 square feet and combines the retro architecture of New York. It is completely integrated into the Grand Central Station without any sense of disobedience.
This library, built in 1903 by Andrew Carnegie, the "steel king", was left vacant in the early 21st century due to lack of funds.
Until 2019, on the basis of retaining the original architectural design, Apple spent US$7 million on the facade restoration of the library, spent US$300,000 on repairing the stairwell, and US$2 million on landscaping. Each year for the next 10 years Also pay 700,000 dollars in rent.
The restoration of historical buildings is not a simple matter in terms of funds, time, and manpower.
However, Apple seems to have no intention of stopping. Only last month did Apple "fancy" Palazzo Marignoli, a magnificent 19th-century palace in Rome .
This palace was built in 1873 and is located in the center of Rome. It is the residence of the marquis, named Marignoli Palace.
Apple has completely restored it and renovated the classical style of Renaissance architecture, with tall ceilings, wide stairs, and complicated carved patterns everywhere.
They also spent thousands of hours restoring the works of Italian artist Basaldella here, the large ceiling painting "Dawn" created by Fabio Cipola in 1900, etc., to pay tribute to the art and culture of Rome with a long history.
A monumental staircase made up of Carrara white marbles was also dry-laid on site. Each piece of marble here has an independent number.
In the end, this palace became the largest Apple Store in Europe-Apple Via del Corso.
Whether it is for historical buildings or for Apple, "repair and regeneration" is a win-win approach.
The "new value" of ancient building restoration
Regarding the restoration of ancient buildings, in fact, there has always been a great controversy.
This controversy began in the early 19th century.
At that time, the natural sciences and social sciences in Europe were developing rapidly, and important figures in the intellectual and cultural circles began to realize the importance of protecting historical monuments, but they expressed their opinions on how to protect and whether to restore them.
▲ Comparison before and after the Notre Dame de Paris fire
The direction of restoration of ancient buildings is divided into three major schools : French school, English school, and Italian school. They set off a cultural heritage protection movement in the modern sense .
Among them, the French school believes that ancient buildings should be completely "styled restoration", both in appearance and structure; the British school completely rejected the restoration of ancient buildings, thinking that repair itself is destruction.
The Italian school only began to take shape in the first half of the 20th century. They are more geographical and believe that restoration has many values for ancient buildings. Restoration is an important part of its "longevity", but the historical information of each stage must be preserved.
▲ The Pantheon in Rome has also been restored. Picture from: Kompasiana.com
As various countries began to pay attention to the protection of ancient architectural culture, the heritage protection movement has gradually matured.
People will try their best to grasp the degree of the need for ancient culture and minimize intervention in ancient buildings . Different countries have also derived different rules of "adapting measures to local conditions."
At the same time, the restoration of ancient buildings has also begun to focus on the coordination of historical culture and economic development .
▲ Before Carnegie Library became an Apple Store
The French History Doctor of the French Institute of Advanced Social Sciences once cited the Spanish state-owned castle hotel as an example -this rural castle that has been abandoned since 1928 has been "transformed" into a modern hotel, promoting the revival of local art, food, and folklore. And glowed with new vitality.
Under the principle of respecting the original appearance of the history to the greatest extent, it has allowed the sustainable development of historical and cultural heritage through commercial operations.
Apple Store is also a win-win model combining ancient architecture and new business.
Those ancient buildings that have gradually become desolate with the development of the times have been restored by Apple and multi-party collaboration, so that more people are attracted to come here, return to the golden age of architecture again, and relive the ancient charm of history and culture.
▲ Comparison of Tower Theater in 2018 and 2021, picture from towertheatre.store
At the same time, in these places with deep historical heritage, people are also invisiblely influenced by Apple's brand culture, and here they enter the "city square" created by Apple to connect people to people, and jointly establish an online and offline social network .
For example, in the new Apple Store in Los Angeles, a new global program called " Today at Apple Creative Studios " will be launched to provide practical experience and guidance for young creatives.
This is also part of Apple's popular "Today at Apple" offline course, where people can learn, communicate, and discuss everything about Apple products.
Huawei also repaired the Nanjing Building on Nanjing East Road, "China's No. 1 Commercial Street" last year. This historically preserved building with a history of nearly 100 years has transformed into the world's largest flagship store of Huawei.
At the same time, this place has also become Huawei's "urban living room". Huawei hopes that people will realize the "Internet of Everything" in culture, community, marketing, and training here.
▲ Picture from: Huawei
Perhaps, the combination of these technology companies and historical buildings is not a popular solution for protecting ancient buildings.
But under the digital torrent, it provides a new possibility for contemporary people to communicate with architecture, brands, and traditional culture.
Note: Apple Store related pictures in the article are from Apple
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