The glass walls, as well as the Apple logo, are decorated with black and white patterns, that look a little odd, old and kind of futura-esque. But actually, it’s an ingenious homage to the “Wiener Werkstätte”.

The Wiener Werkstätte (engl.: Vienna Workshop), established in 1903 by Koloman Moser and Josef Hoffmann, was a production community of visual artists in Vienna, Austria bringing together architects, artists and designers working in ceramics, fashion, silver, furniture and the graphic arts. It is regarded as a pioneer of modern design — Wikipedia

Apple couldn’t have chosen this theme better. It’s rooted in art history and highlights the cultural background of Vienna. And it’s a not so subtle hint at Apple’s intentions of bringing arts and technology together. There’s no denying that Apple doesn’t like to be linked to art.

„We’re not just a tech company, even though we invent some of the highest technology products in the world. It’s the marriage of that plus the humanities and the liberal arts that distinguishes Apple.“ — Steve Jobs

The attention to detail is lovely: Apples has adopted the bold and precise lines, patterns and geometric forms. Even typographical elements like the Æ.

Let’s have a look at the patterns: Final Cut Pro, Apple Pencil, Numbers, Swift and iTunes/Music

I like how Apple incorporated the style of the Wiener Werkstätte into the unveiling of the store. Hopefully these elements are also present on the inside: