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Apple Unveils Striking New Window Coverings at Forthcoming Amsterdam Store

We've been covering Apple's forthcoming Amsterdam retail store with interest for some time now, as it will be the company's first location in the Netherlands. While development has been slowed by historic preservation issues, rumors last month suggested that the store could open on February 18.


Photo from One More Thing

Apple indeed appears to be getting closer to opening the store, as today it unveiled striking new orange window coverings announcing that the location will be "opening soon". Several Dutch sites including One More Thing [Google translation] and iPhoneclub.nl [Google translation] have posted photos of the store.


Photo from iPhoneclub.nl

Orange is the national color of the Netherlands, while the three vertically-stacked Apple logos are a play on the three crosses found in Amsterdam's coat of arms and which are popularly used to represent the city.


An opening date for the new store remains unknown, with hiring plans and glimpses of the store's interior suggesting that it will not quite meet the previously-rumored February 18 date.

Top Rated Comments

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35 months ago

It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.

Is it, though?

Orange is the national color of the Netherlands, while the three vertically-stacked Apple logos are a play on the three crosses found in Amsterdam's coat of arms and which are popularly used to represent the city.

Rating: 16 Votes
35 months ago

It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.


It is to represent the Netherlands' coat of arms. I doubt that Apple would do this anywhere else though.
Rating: 10 Votes
35 months ago
The only window shopping I will be doing in Amsterdam usually involves the color red....not orange
Rating: 6 Votes
35 months ago
That is a really beautiful building. Such presence. Apple knows how to scout great locations, particularly in foreign countries.
Rating: 5 Votes
35 months ago
Yeah Finally, a real Apple store in Nederland!

Do we like orange?



But who does not...
Rating: 4 Votes
35 months ago
It will also sport a nice piramid..

Source: iPhoneClub


And of course a glass staircase..

Source: OneMoreThing
Rating: 3 Votes
35 months ago
Nice touch, can we have green when Apple opens in Dublin?
Rating: 3 Votes
35 months ago
Nice combo (orange and 3 apples), i wonder if this will be the new apple trend... using the national colors or patterns of some sort when opening a new store.
Rating: 3 Votes
35 months ago
cant wait for it to open. i might even drop by on launch :)
Rating: 2 Votes
35 months ago

"Orange is the national color of the Netherlands..."

That may say something about the liberal drug laws there.

What is that supposed to mean? I think the Netherlands is handling it really well. Instead of criminalizing it, they are controlling it and instead of criminals earning money, people can actually buy good cannabis - for example - while they also pay taxes over it. And best of all, people are reasonably well-educated about drugs and, if someone gets addicted to drugs, there is tons of (free) help to help people.

Cannabis usage in the Netherlands is really low. Less than 10% of the inhabitants use cannabis once a month. Compare it to, for example, France where cannabis is illegal and 100% forbidden, but more than 20% of the inhabitants use cannabis once a month.

I think the Netherlands is dealing really well with these kinds of issues.
Rating: 2 Votes

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