City approves without discussion or naming Apple

The Santa Monica Planning Commission approved Apple's Third Street Promenade store on Wednesday night without fanfare, according to the Santa Monica Dispatch. Although the city is said to have prepared a "detailed" report on the project, without mention of Apple's name, the store was approved last night without discussion. It was in fact put on the Commission's Consent Calendar, which makes approval virtually automatic unless people specifically object to one or more items.

The use of the Consent Calendar is claimed to be extremely unusual for a commercial project as large as Apple's. The company's reputation is widespread though, and many cities are eager to attract Apple Stores for the additional revenue and prestige they can generate. Even without mention of Apple's name in the application, the appearance of the future store is immediately identifiable.

The new outlet will replace a former Borders bookstore which occupied three stories. Apple's plans involve just a single story, but also an expansive showroom with a glass facade joining an arched glass roof. The latter is extremely rare at retail, and just one Apple Store uses the concept, that being the Upper West Side outlet in New York City.

by MacNN Staff