New Graphics at Apple Retail Stores

ifoAppleStore’s Gary Allen has posted photos of the new back-lit wall graphics Apple has begun installing at selected retail stores, noting the change of mood from previous wall graphics:

The new graphics were photographed like magazine ads, showing the iPad/iPhone being used in actual situations, complete with their surrounding people and places. Their colors, tone and brightness is much richer and darker than the previous graphics, a noticeable difference that’s been the subject of Tweets and other on-line postings by store employees and visitors.

I don’t know if this is one of the first results of Angela Ahrendts’ work, but I like the lifestyle approach. Showing what you can do with a product is, I think, a more powerful (and relatable) message than a product closeup shot, especially when you’re inside an Apple Store and the product is already there on a table.