jane dark's sugarhigh!

the da vinci code

There is nothing about the scene of the museum visit which is not preparation for shopping (the daily itinerary of the culture tourist, ambling from the Carrousel du Louvre to the Galeries Lafayette, assures us of this). After queueing to get in, one enters the grand gallery and surveys the goods. Perhaps you've come to see some piece in particular, perhaps you're wandering; something captures the eye. You stand before it, contemplate, discern, deliberate. Your mind, as practiced as a fingertip reading Braille, runs itself over the surface of an imagined life which could accomodate such objects. You evaluate, make a judgment. All the while, a seemingly unsatisfiable cupidity builds in you. That's the basic problem with the Louvre, the sense of loss which makes it all so poignant: you can't buy that shit.

The flagship Apple Store has opened in the center of Manhattan, at the southeast corner of Central Park. If one recalls an open plaza there, between 58th and 59th at the foot of palaces, decorated with a fountain or two, fear not. The store is literally cavernous, for it's almost entirely submerged — an irony, in that this underworld seems meant for the people who float above the surface of the globe, cosmopolites whose digital cameras store images of Shanghai, Sao Paulo and Paris. Nothing marks the plaza but for a gleaming glass portal: a cube, joisted by geometry and chrome, empty but for a hanging sculptural logo. Inside, a spiral stair winds down to the business level, around the column of an open-platform elevator.

On the day the store opened, and the next and the next, the line to get in stretched the length of the plaza and around the corner, corraled by metal crowd control barriers.

If one has not been to France, or seen The Da Vinci Code (which opened on the same day as the Apple Store and opens and closes at the Louvre), we here at jane dark's sugarhigh! have prepared these visual aids for understanding Apple's semiotic system:

Here's the geometric glass entry portal...

...with the queue along the fountain-bedecked plaza in the center of the metropolis...

...awaiting the spiral stair/platform elevator that carries clients down to the action...

...and here's the plaza at night, with glass portal illuminated...

...while here's how it looks quand il pleut.

Apple, with its doxology of aesthetics-first, MoMAlicious industrial design, is the ideal candidate for this project. That's not to say the likeness of museum and store is a new one; after all, the already-condemned underground mall in the heart of Paris pointedly named its longest promenade La Grande Galerie, after the infinite hallway in the Louvre hung with Renaissance paintings (the very run in which The Da Vinci Code begins). The Louvre itself, understanding the condition of its captive crowd, has installed its own underground mall on the path from museum hall to Metro. Consider the cheek-by-jowldom of boutiques and galleries in the 19th-cenury arcades, or the overcome descriptions of the first huge department stores, as Stendhal syndrome leapt into the agora. This correlation cannot be said to have been discovered in the first place, any more than the freezing point of water can be discovered. It can merely be named. It's the expression of a general rule of the era, a basic relation; each specific case educates us in how the rule is followed.

What we might admire about the Apple Store is not the perfection of its likeness, but how that perfection seeks to overcome similitude, to finally collapse the museum and the luxury boutique into a single episode, one which doesn't risk the client getting lost in the museum until the shops have closed, which returns the aura of the singular painting to the singularish piece of couture — an episode in which you can buy that shit, and victory is assured.

Posted by jane at May 30, 2006 09:50 AM | TrackBack