Apple wants to be Gen Z’s Starbucks. The brand is reimagining stores to encourage teen hang out sessions, rebranding the Genius Bar as the Genius Grove, and aptly adding some foliage to the space. The start of a series of educational sessions next month will also bring in photographers, artists, and musicians to teach lessons and in some cases, perform concerts. Apple’s head of retail says of the effort: “I’ll know we’ve done a really, really great job if the next generation, if Gen Z says, ‘Meet me at Apple. Did you see what’s going on at Apple today?’” Ypulse’s Experiencification trend explored the fact that more retailers are looking to turn stores into social spaces to attract young shoppers. (Quartz, Apple)
