I’m not a scholar of interior design by any measure, but I associate the aesthetic of the Space side of Communicore with the Apple Store, a look that’s a quarter century old at this point and feels very stale in addition to being profoundly boring. If I’m wrong about that, I’m happy to become more informed.
Apple has been, without a doubt, a major influence on design. But, while there are certain consistent ideas and elements, the Apple Store has not actually had the same aesthetic since their launch in 2001. One of the many ways Apple has been different from other retailers is that they’ve incrementally updated their stores in a rolling fashion. Most other chains will come up with a prototype store design, stick to it for years and then introduce a radically different new prototype. They’ll update some stores, but it’s also not unusual for chains to have three or more generations of store design out there. These big changes also mean when a store is updated it is very noticeable, especially if a store is skipping a few generations of design. The Disney Store ended up like this in its last 20 years where you still had original “Pink & Green” stores but then also Castle stores, Mickey entrance stores, Imagination Park stores and a few other iterations.
Apple hasn’t really done big major redesigns of their store concept. Instead, their approach has been a more gradual one of modifying a few design elements and features. A new store might open with something different and it will more quickly and consistently be rolled out to other stores. When stores do close for remodeling, because they’ve received even some updates, the changes are often less radical and easy to notice. Again, that’s not to say there isn’t a strong consistency in certain elements and ideas, just that there are changes and Apple’s approach makes them less apparent. Close your eyes and picture an Apple Store. Do you envision large, solid black wall displays filled with merchandise? I’m guessing not, but those were features of the original stores that would now be completely out of place.
The one area where there is definite similarity is in glazing. Apple has long been obsessed with utilizing ever larger pieces of glass and smaller, less visible means of connection. The most famous example is probably the 2011 rebuilding of the entrance to the Fifth Avenue store that dramatically reduced the number of glass panels. The renovation of CommuniCore East also involved replacing glazing in a manner that minimized visible support and enlarged pane size. The concealed frame and butt joints (where the two pieces of glass meet without a metal frame) is an investment in the latest building technology. It demonstrates what is now possible even in an area with higher wind loads. But there’s two ways in which they are not in line with Apple’s aesthetics or even the old ways of Disney themselves. The first is that they didn’t commit to the change. Not every opening was updated. Entrances were updated and most of World Celebrarion side was updated, but a lot of the World Discovery side was not updated. Because entrances were updated the two styles end up sitting right next to each other. The second is that they were designed in isolation. The old framing system aligned the mullions with the stucco control joints above so you had this consistent vertical line. Now the stucco joints and the glazed butt joints don’t align, which is the sort of attention to detail that Apple is still known for and Disney used to be. It also wouldn’t be as bad if the two designs didn’t sit right there next to each other.
The only other area where you get something of a similarity is the ceiling with the white and wood. Even then, Apple tends to go with a more monolithic ceiling design with a single dominate material. I can only guess that people have been trained by other retail spaces in theme parks where “theming” is generally up above to maximize merchandise floor space, so they’re looking up and reading the open space of Creations as the dominate aesthetic of the space. But the design direction of the ceiling is not at all what is playing out on the sales floor.
The openness of the ceiling space is not reflected on the sales floor. There is no clear axis like in Apple Stores. It’s not even a very open plan as there are walls that, while not full height, are taller than a person and divide the space. The adjustable merchandise shelves are a light wood that sticks out because the fixtures themselves are mostly black with some accents of red and yellow. There are then boldly geometric and colorful graphic panel inserts and signage, nothing minimal or subdued about them.
To me that a lot of the criticism of CommuniCore East lacks a consist basis of critique and is wrapped up in feelings regarding other aspects of the park, including the greater CommuniCore area. You said you missed postmodernism and while it’s not Memphis style, taking the colors and shape of a cartoon character and making them a design motif is quite postmodern. Signs and signifiers right out of
Learning from Las Vegas. Then there’s the claim of it being too minimalist, which is not quite right because it’s far too varied and cluttered to be minimalist. If anything, I’d argue the larger area and buildings need a touch more minimalism and a clearer vision.
Both the original CommuniCore and Innoventions were conceived of as contemporary space. There’s actually renovated CommuniCore East is also a rather contemporary space while actually having things that aren’t as spartan as a lot of other contemporary spaces. I think the space being average or typical is more pronounced now, not because the design is necessarily more mundane but because of how styles and shifted. The original CommuniCore and Innoventions were a more commercial contemporary. They reflected design trends that were also not as widely adopted. People’s day-to-day still involved seeing a lot of more traditionally inspired design than Modernist influenced. You might sit at a simple cubicle but your boss still had an office with carpet and a big traditional styled desk. Your furniture at home would never be found in an IKEA catalogue. Even places like high end restaurants had a lot more soft goods. The wider culture has finally caught up with things like flatter, more solid surfaces. There’s been a flattening of culture so we see a lot,of the same in a lot of places. And when we move into a new home that’s been given the HGTV treatment we’ll add pops of color and personality, they still tend to be more simplified objects of design versus traditionally ornamented ones. It’s easy to say that they should have designed something more unique but even if the goal was to reinforce Future World, I’m not sure you’d have avoided the problem. Theme parks still need to be able to communicate with their audience so it would have had to be something that reads as forward looking.
I also think the loss of CommuniCore West and all of the exhibit space is a major factor in how people view the space. Food service and retail have certain constraints based on how they need to operate. Those become even more pronounced when you’re dealing with high volume spaces. They’re going to have features that are also more common elsewhere because of the nature of how they have to function. The chi it spaces is where things you didn’t see more frequently elsewhere really existed and because of the spatial organization of the entire CommuniCore area the different spaces all read together and were therefore viewed together. Now nothing but these two uses are there so they read more as other spaces that are just shopping and dining.