I saw this today in Sydney's George Street. I had a fleeting thought that it would be interesting if there was nothing actually behind the big blue poster awning covering the supposed new shop construction, and that one morning it suddenly wasn't there - a sort of pop-up pretend-to-construct-a-store.
It also struck me that such a vast piece of surface could have been put to some more interesting marketing use other than just being a great big coming soon poster.
People could have interacted with it in some way - perhaps a giant scratch card surface like the one in the post below about the Royal Festival Hall's 'Hidden Love Song' programme. Or a projection site of some kind, or a simple spilling on to the pavement or interacting with the buildings around it in some way.
Like the £106 million architectural wonder, the Eden Project cleverly did in Cornwall, UK, people might have been encouraged to come and watch the build progress. Eden Project sold tickets to come and see 'the big build' from a platform high above the disused China Clay pit as the vast biome structures took shape.
Perhaps it's a testament to Apple that something special is expected to be their business as usual. Once an expectation of innovation is set, there's no turning back to doing the normal kind of things other less innovative brands would do unnoticed.
