{"id":31481,"date":"2023-01-04T13:57:25","date_gmt":"2023-01-04T06:57:25","guid":{"rendered":"https:\/\/www.asiapropertyawards.com\/?p=31481"},"modified":"2023-01-12T13:46:11","modified_gmt":"2023-01-12T06:46:11","slug":"ace-of-space-eight-inc-designs-with-purpose","status":"publish","type":"post","link":"https:\/\/www.asiapropertyawards.com\/en\/ace-of-space-eight-inc-designs-with-purpose\/","title":{"rendered":"Ace of space: Eight Inc. designs with purpose"},"content":{"rendered":"

Tim Kobe\u2019s belief in design has earned his firm Eight Inc. clients spanning Apple and other tech titans<\/p>\n

\"\"
Tim Kobe’s core philosophy is of design that eschews unnecessary flash and serves end-users<\/figcaption><\/figure>\n

In 1999, Steve Jobs met with Tim Kobe, head of Eight Inc. to find out if he was the right man to help design the future of retail. Already a legend within the tech space, but still a long way from the industry titan he would become, Jobs knew that he wanted Apple stores to stand out as much as the products they sold. Never one to mince words, he initially expressed scepticism that Eight Inc. was the right firm for the job.<\/p>\n

\u201cWhen Steve Jobs came to interview us to do the retail program, he said, \u2018What would you say if I told you that I don\u2019t like this work? None of this work looks like Apple,\u2019\u201d Kobe recalls. \u201cI said, \u2018You should hire us because none of this work looks like Apple. This is what is right for North Face or Nike, but you are neither of those companies.\u2019\u201d<\/p>\n

Jobs paused. His face was inscrutable. Then he stood up, shook Kobe\u2019s hand, and left. The following morning, Eight Inc. got the memo: They were to start working on Apple\u2019s retail program right away.<\/p>\n

\u201cIt was because it wasn\u2019t a stylistic expression of us. We knew that our work for Apple had to align with Apple as a company,\u201d Kobe says. \u201cOne of the elements at the heart of Apple is that technology should be something you could connect with and use. That\u2019s why Steve was loved and hated. He wanted to democratise technology. So if you\u2019re looking to democratise technology, your stores should reflect that.\u201d<\/p>\n

Other computer stores were often poorly lit and crammed with so many electronics that navigating them felt overwhelming. Much like the computing technology of the time, they felt convoluted. To embody Jobs\u2019 philosophy of making technology intuitive and accessible to all, the stores needed to fly in the face of all standard retail conventions at the time.<\/p>\n

\u201cOld-school retail is you \u2018stack it high, you watch it fly\u2019,\u201d Kobe says. \u201cSteve kept saying \u2018I want more space\u2019. So we made it more open and accessible. That\u2019s the reason the Genius bar works\u2014the spaces are generous and align with those values.<\/p>\n

\u201cThere are no extraneous components in Apple\u2019s design and there shouldn\u2019t be any in its stores.\u201d<\/p>\n

That sleek, minimalist approach that ditched the aisle packed with inventory in favour of high ceilings, ample natural light, and clean, white surfaces, would become the gold standard in tech retail design. It helped brand Apple as different, aspirational, and, critically, obsessed with brilliant design.<\/p>\n

Since designing Apple\u2019s inaugural store, Eight Inc. has lent its flair for innovation to tech-savvy companies all over the world. Located in the Bay Area near Silicon Valley, the firm has developed a reputation for visionary thinking. For Kobe, it\u2019s simple: Design, just like tech, should start by addressing what people need.<\/p>\n

Old-school retail is you \u2018stack it high, you watch it fly.\u2019 Steve kept saying \u2018I want more space\u2019. So we made it more open and accessible. There are no extraneous components in Apple\u2019s design and there shouldn\u2019t be any in its stores<\/p><\/blockquote>\n

\u201cWe started to evolve an approach which was all about a common thread,\u201d Kobe says. \u201cGood design should address human outcome. It evolved in terms of just more refined understanding.\u201d<\/p>\n

Whether he\u2019s working on a showcase for electric cars or the headquarters of another tech giant, Kobe always returns to this core philosophy. Architecture firms with flashy signature styles may excel at marketing their services. But Kobe believes this approach eschews purpose in favour of flash\u2014much like some of Silicon Valley\u2019s current power-players neglect the needs of the user in favour of raising their public profile.<\/p>\n

\u201cI think what Steve and those other guys who he admired all came from a perspective that the worth of technology was in how it served people,\u201d Kobe says. \u201cThe way he knew to create value was to create things that people valued. You can create the next interesting gizmo, but it doesn\u2019t matter if you don\u2019t answer why, it\u2019s useful.\u201d<\/p>\n

He hopes to never lose sight of that, especially as he helps design the structures that will help shape society for years to come. \u201cIf we believe that all good design serves a purpose, we have to understand what that purpose is.\u201d<\/p>\n

Nissan Crossing, Tokyo<\/strong><\/p>\n

\"\"<\/p>\n

\u201cUp until we came in, Nissan had been able to attract 30,000 visitors a month to their showroom,\u201d Kobe says. The company hoped to increase that number by 10,000 a month in its sleek Ginza showcase. \u201cWe said if we\u2019re going to attract more people, we\u2019re going to have to put more things that people are interested in. People want to know about the big things that impact us all.\u201d Instead of simply designing a car lot, they focused on sustainable, cutting-edge technology. \u201cWe knew it would be more interesting than a car lot.\u201d They brought in 250,000 visitors a month for the first year. \u201cThe results were ridiculous foot traffic and increased sales in the dealerships. The results were off the charts and that\u2019s because you\u2019re thinking about the human outcomes.\u201d<\/p>\n

Apple Stores, Global<\/strong><\/p>\n

\"\"<\/p>\n

\u201cA big part of what you do in retail is focused on transactions. With Apple, it\u2019s all about the relationship,\u201d Kobe says. In other words, even though the Genius bar sells a luxury product, it needed to feel like more than an exchange of capital for goods. \u201cIf you look at the space, it\u2019s designed to make people feel comfortable like they can stay and ask questions and get information that they wouldn\u2019t necessarily get at a place just focused on selling a piece of hardware at a certain price.\u201d Naturally, many tech companies have approached Kobe asking for him to make them another Apple store, which is missing the point: The Apple store works so well because it\u2019s unique to the client.<\/p>\n

Singtel FutureNow Innovation Centre, Singapore<\/strong><\/p>\n

\"\"<\/p>\n

At the cutting-edge of tech in the Lion City is Singtel\u2019s digital hub, which aims to bring companies into the 21st century and beyond. Since all the client\u2019s customers are B2B accounts worth USD1 million and up, it needed to be incredibly sleek. The company is selling much more than cyber security\u2014they\u2019re selling a tech-forward outlook, which needed to be reflected in the space. \u201cIt\u2019s a centre focused on what they\u2019re doing from an innovation standpoint, but they had no place to tell that story,\u201d Kobe says. \u201cThe Singtel FutureNow Innovation Centre is where they can host large groups and walk them through these narratives.\u201d<\/p>\n

Xiao Guan Tea, Jinan, China<\/strong><\/p>\n

\"\"<\/p>\n

This luxury Chinese tea brand tapped Eight Inc. to bring its flair for innovation to its flagship store. While tea is hardly a novel product in China, the company wanted to expand its existing customer base and reach a younger, more dynamic audience. To do that, Kobe envisioned elevated interiors using striking materials like dark walnut trim, polished concrete, chrome surfaces, and cladded bronze walls, along with interactive LED screens. The result feels distinctly modern, different, and more in line with an upscale whisky distillery\u2019s showroom. In keeping with a philosophy of engaging end-users, customers can select their tea via a personalised tea ceremony at the bar.<\/p>\n

Shimano Cycling World, Singapore<\/strong><\/p>\n

\"\"<\/p>\n

This cycling company had an unusual challenge. It already controlled much of the market\u2014and much of what was sold in smaller stores\u2014that it would be a mistake to drive other cycling shops out of business. \u201cThey make something like 72% of all the cycling parts in the world. So they didn\u2019t want a place where they were competing with all of the mom and pop bicycle shops buying their products anyway,\u201d Kobe says. Instead, they needed to expand the market entirely. \u201cThey wanted to lift the total number of cyclists in Singapore. The idea was to build this clubhouse. It\u2019s a way for the community to engage around cycling in a way that doesn\u2019t just make it a lone kind of act.\u201d<\/p>\n

Globe Live, Metro Manila, The Philippines<\/strong><\/p>\n

\"\"<\/p>\n

Philippine telecommunications giant Globe wanted to create a flagship for their refreshed brand in Metro Manila. The resulting \u2018Globe Live\u2019 is situated on the Bonifacio High Street greenbelt which runs through the Bonifacio Global City area. It offers open space and public plazas within Manila\u2019s concrete jungle. The transformable structure leverages the greenbelt and outdoor ampitheatre to develop a comprehensive retail and event space. It is defined by a 36-metre glass bridge which transforms into a floating stage. This platform provides the brand with the opportunity to directly interact with the public through live music, performance, screenings and events.<\/p>\n

The original version of this article appeared in\u00a0Issue No. 172<\/a>\u00a0of\u00a0PropertyGuru Property Report Magazine<\/a>. Write to our editors at\u00a0propertyreport@propertyguru.com<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Tim Kobe\u2019s belief in design with purpose has earned his firm Eight Inc. clients spanning Apple and other tech titans<\/p>\n","protected":false},"author":9,"featured_media":31498,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[541,97],"tags":[299,607],"class_list":["post-31481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-focus","category-magazine","tag-architecture","tag-design","news_country-asia","news_author-diana-hubbell"],"acf":[],"yoast_head":"\nAce of space: Eight Inc. designs with purpose | Asia Property Awards<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.asiapropertyawards.com\/en\/ace-of-space-eight-inc-designs-with-purpose\/\" \/>\n<meta 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