Apple reseller opens flagship

Europe’s largest Apple reseller, Humac, today unveils its new flagship in Reykjavik, Iceland, by London retail design specialists M Worldwide.

The 200m2 Humac flagship will sport a fresh corporate identity, visual communications and a new approach to presenting and merchandising third-party products.

Remaining faithful to the Apple brand while developing Humac’s visual identity was central to the design concept, says David Martin, M Worldwide joint managing director.

‘You’ve got two brands existing in one space, so we had to strike a delicate balance between Apple guidelines and fixtures, and Humac’s branding communications and concepts,’ says Martin.

The new store still carries the traditional Apple markers of ‘clean, bright and easy to shop’, explains Martin, but with the addition of Humac’s lime-green highlighting, lacquered grey finishes and new woven flooring material.

‘It’s an evolution of what was there, but with a much richer visual expression,’ says Martin.

The new store concept will be rolled out across Finland, Sweden, Norway and Denmark, as growth rates continue to rise within the region, says Humac chief executive Sigríður Olgeirsdóttir.

The Nordic Apple store group approached M Worldwide last February, following the group’s previous high-profile work with Vodaphone Iceland, Orange, T Mobile and DSG.