Apple Federation Square, what if…?

Explore the store, a gallery.

In August 2018, Michael Steeber described the proposed Apple Store for Federation Square, highlighting its thoughtful engineering and relationship with the surrounding environment.

"With special engineering considered for the structure’s relationship to the sun and outlook over the adjacent Yarra River, the store will, if completed, earn its rank among other landmark Apple retail projects like Chicago’s Michigan Avenue store.

Two sets of double doors on the riverside and an additional entrance from Federation Square provide access to the store. On the west side, an open staircase climbs to the second floor. On the east, a large stone divider houses avenue displays and elevator access to the basement and upper levels.

The first floor will be dedicated to tables showcasing Apple’s product lineup. The second floor of the store indicates a focus on customer support and Today at Apple sessions. The signature, freestanding video wall and forum sit on the south side. Similar to Apple Michigan Avenue, the back of the video wall will face the water, and is designated to bear the Apple logo.

Four exits on the second floor lead to a planked deck overlooking the square and river below. While both floors of the store are wrapped in glass panels, the second floor incorporates a unique design element—solar shades. Much of the building’s design was considered with the sun in mind: Solar panels blanketing the deeply overhung roof attempt to offset energy usage."
Browse a selection of images highlighting the most significant features of the proposed concept for Apple Federation Square.

2nd proposal for Apple Federation Square — Renderings: Filip Chudzinski Behind-the-scenes facts: I’ve updated some details inside the store to reflect Apple's latest retail experience by replacing the Avenues on the first floor with both Genius Bar services and Apple Pickup. Additionally, the Boardroom, which I believe was originally planned at the back of the second floor, has been replaced with a more private space for customers. While the placement of leather benches is very likely, many details remain unanswered, leaving plenty of possibilities. This is just one of many potential outcomes for Apple Federation Square. Unfortunately, we’ll never know which final decisions Apple would have made.

Solar Shades,
a simplified demonstration.

Drawing inspiration from woven foliage and enveloping three sides of the store, the retractable mesh metal screens can be adjusted throughout the day to align with the sun’s position. According to Apple, utilizing shading screens on this facade promotes a natural flow of fresh air while ensuring comfort.

Due to the early stage of the design process, this video may differ from the actual design.
Last updated on March 25, 2025

Spatial Gallery for Vision Pro

A curated collection of spatial photos: Experience Apple Federation Square
in three dimensions on your Vision Pro. With visionOS 2.2 and higher installed, select "View Spatial Photo" in the context menu of the image. Apple Federation Square, Aerial View, Spatial Photo

Apple Federation Square, Aerial View, Spatial Photo

Apple Federation Square, Forum, Spatial Photo

2nd proposal for Apple Federation Square — Renderings: Filip Chudzinski

Wallpaper

In stunning 6K: Download the wallpapers and keep the memory of Apple Federation Square
alive on your desktop. Download A (shown on Pro Display XDR), Download B (shown on MacBook Pro) 6016 × 3384px, JPG, 14 MB or 10 MB

About the artist

Filip

Filip Chudzinski

Filip is a designer based in Berlin, Germany by day, who makes ideas happen. He's the creative editor of Storeteller by night, while sharing his passion for Apple Watch bands with Bandbreite, an app for your ever-growing watch band collection, at any time.
choreographics.me (Website), @storeteller (Instagram)

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