Unbuilt Dream: The Virtual Reality of Apple's Federation Square Store

Apple's Unbuilt Federation Square Store Virtually Resurrected Apple's ambitious plans for a flagship store at Melbourne's Federation Square never came to fruition due to significant local backlash. Despite being canceled in 2019, the project has been revived through a virtual tour created by designer Filip Chudzinski, which can be experienced using Apple Vision Pro.

Original Proposal

• Location: Federation Square, Melbourne
• Architects: Foster + Partners
• Design Features:
  • Multilevel glass pavilion
  • Open gathering spaces
  • Panoramic views of the Yarra River
  • Facilities for Today at Apple sessions
• Purpose: Serve as a community hub and retail destination

Backlash and Cancellation

• Criticism: Heritage groups, architects, and residents opposed replacing the existing Yarra Building with a private commercial structure.
• Government Decision: The Victorian government and Heritage Victoria denied permits in 2019, deeming the project an unacceptable detriment to Federation Square's significance.

Virtual Resurrection

• Creator: Filip Chudzinski
• Platform: Apple Vision Pro
• Content:
  • 3D walkthrough of the second proposal
  • Immersive look at the store’s layout
  • Wallpapers and renderings
• Design Aesthetics:
  • Echoes Apple's landmark stores in Chicago and Singapore
  • Light-filled interiors, tree-lined seating, open pavilion format

The virtual tribute serves as both an archival visualization and a 'what if' scenario for one of Apple's most ambitious unbuilt projects. Explore the full experience at Apple Federation Square VR tribute.