The pristine environment of the Apple store here in London is quite incredible. The fantastic glass staircase leading the customer up to the first floor looks quite fragile, yet to walk on it you realise it could probably carry a large truck. I also like the way one is able to see right through this staircase towards the back wall, although there is unfortunately nothing to view. This store is always so incredibly mobbed on a daily basis. The large benches in a Beech finish placed logically in the pure white space creates an environment that looks more like a laboratory than a retail space. Apple are not really known for their creative window spaces (as far as I know at least) although the video wall is quite mesmerising. I watched the people below momentarily who were drawn in by the video screen.