There is something called the experience economy. My grandfather would have been happy with the thought that the household has a computer. But I would like to know what I can do with that computer — write a blog, make music, create video games, dive into digital painting and whatnot. The experience economy is best seen with Apple products.
For the last many years, we have kept buying powerful devices like the iPad, MacBook, iPhone and Apple Watch. Yes, we have these devices but what can we do with them other than, say, thumbing through social media feeds? Have an experience to remember.
Apple is all set to open its first retail store in India at Jio World Drive Mall in Mumbai on April 18 (followed by Apple Saket, Delhi, on April 20). Called Apple BKC, it marks the start of a new chapter for Apple’s story in India. But an Apple store is unlike any other tech store. Here, it’s about experiences, which sets the company apart.
In May 2001, then-CEO Steve Jobs announced the opening of the first two Apple stores (Tysons Corner in McLean, Virginia, and the Glendale Galleria in Glendale, California). The iPhone and iPad were years away and some wondered what would these stores offer. It has always been about experience. It wasn’t about just selling a few million units of hardware, which any company can do. Products have a cycle and it comes and goes. A brand name cannot be a cycle; it’s an experience.
Like Jobs said: “Rather than just hear about megahertz and megabytes, customers can now learn and experience the things they can actually do with a computer, like make movies, burn custom music CDs, and publish their digital photos on a personal website.”
The experience story was just beginning. Some 15 years later, in 2017, Apple decided to take the next step in the form of ‘Today At Apple’, a unique programme to help users learn about what they can do with the devices they have. For example, many have taken up photography as a hobby after using the iPhone. Many have become interested in coding after using the company’s Swift Playgrounds app. Similarly, many have taken up sketching because of the powerful iPad.
The Apple BKC store will have a lavish spread when it comes to the ‘Today At Apple’ programme, which involves free, in-store sessions where customers are helped to unleash their creativity. It’s a programme that’s hosted at Apple stores all over the world and Apple BKC is no exception.
The sessions are led by a talented team of Apple Creatives, and are designed to welcome people of all ages and backgrounds. The great thing about the programme is that Apple also invites local artists, experts, and community partners to lead bespoke hands-on ‘Today at Apple’ sessions, which are extremely innovative and makes one use an Apple device for activities other than social media hobnobbing.
Apple Saket in Delhi will open on April 20
Award-winning filmmaker Arati Kadav will host a ‘Today At Apple’ session
Designer Aniruddh Mehta from BigFat Minimalist will have his session on May 11 (at Apple BKC)
Mumbai Rising at Apple BKC
To celebrate the Mumbai store’s opening, there will be a Mumbai Rising Series at Apple BKC. The programme is in collaboration with local artists and experts. Participants can bring their own device or use an Apple-provided device for all activities.
Designer Aniruddh Mehta from BigFat Minimalist has a session. He says, “I’m more than excited for Mumbai Rising, especially with the opening of Apple’s first store in India and to be a part of such a monumental event is truly special. I’ve spent all my professional years as a creative living and working in Mumbai. The city’s energy has always been a constant fuel to me and my work.”
During his session, he will be taking people through his creative journey and how playful experimentation need not be limited to one specific skill set or medium. “My body of work has unintentionally covered multiple disciplines such as graphic design, murals, immersive installations, packaging, paintings, animation, and so on, and I’m excited to walk through it all and share my insights with the guests.”
Towards the end of his session, the audience will interact with some fun typography experiments in augmented reality that he has been working on. “I hope my session and creative journey act as a small spark of inspiration to those attending. I’ve had moments where I’ve attended creative sessions and taken back new insights which have stayed with me and gone a long way, even from topics that don’t necessarily pertain to my industry. I believe initiatives like these can catalyse newness in perspectives which can be adopted at an individual level.”
Award-winning film-maker Arati Kadav will also have her session. She says, “As a science fiction film-maker and writer, I’m thrilled with the creative disruption happening around me in Mumbai. There’s so much excitement around new ideas, innovative content, and fresh perspectives, and I’m honored to be part of this pioneering movement. Moreover, I have always used Apple products for shooting, editing, planning and they have played an important role in bringing my stories to life. So, being part of the Mumbai Rising initiative is particularly meaningful to me because it aligns with my own commitment to using available tools to push creative boundaries and explore new frontiers.”
MUMBAI RISING SERIES AT APPLE BKC
Video Lab: Envision a Mumbai Sci-fi Short with Arati Kadav Date: April 20, 7.30pm From storyboarding and scene development to filming, sci-fi director Arati Kadav (@aratikadav on Instagram) will share how she evolves her narratives from the page to the screen. Using iPad, you’ll learn film-making tips and tricks and get hands-on to develop a storyboard for your own sci-fi short. Her short, The Astronaut and His Parrot, was filmed entirely on the iPhone.
Music Lab: Deep Listening in Urban Spaces with Sandunes Date: April 25, 7.30pm Tune in to the sounds and rhythm of Mumbai with local artiste and producer Sandunes (@sandunesmusic on Instagram), who will share her approach to sound capture and how it has amplified her connection to the city. Together you’ll get hands-on with iPad to create your own meditative city soundscape.
Photo Lab: Portraits of Resistance with Prarthna Singh Date: April 27, 7.30pm Learn how to shoot portraits that capture the energy and individuality of your subject on iPhone with photographer Prarthna Singh (@prarthnasingh on Instagram). She’ll share her journey and discuss the power of photography as a tool for resistance. You’ll explore how to direct your shot, and your subject, to tell their story in an image using Portrait mode and more.
Exclusive look: Exploring Mumbai with Battle Stars Date: May 6, 4.30pm Join SuperGaming founders Roby and Christelle with content creators Techno Gamerz (@ujjwalgamer on Instagram) and Mythpat (@mythpat on Instagram) for a live unveiling of the new Battle Stars Mumbai. They’ll discuss the evolving gaming scene in the city and how creators can break through. You’ll have a chance to develop and gain new Mumbai characters and an exclusive first look at the map, using iPad and the Procreate app.
Design Lab: Anamorphic Adventures with thebigfatminimalist Date: : May 11, 7.30pm Explore the illusionary world of anamorphic type with designer Aniruddh Mehta (@ thebigfatminimalist on Instagram). In a handson session, you’ll learn how to create and manipulate 3D lettering using iPad and bring your own Mumbaiinspired design to life in augmented reality.
Design Lab: Every Poster Tells a Story with Boomranng Studio Date: May 18, 7.30pm Discover how Boomranng Studio (@boomranng on Instagram) crafts vibrant, local stories through simple imagery and type. Its founders will guide you through their process using iPad, Apple Pencil and Procreate. Inspired by the colourful chaos of Chor Bazaar, you’ll get hands-on to create a poster using elements in their signature style.