#Apple50
Apple celebrated its 50th anniversary with an exclusive installation inside its Paris store on the Champs-Élysées, its most important location in Europe. The chosen concept was music, with a reference to French Touch: a movement born in the musical sphere that, over time, became the expression of an immediately recognisable French creative identity.
For the occasion, the space was transformed into an apartment designed to host performances and events. Over the course of two days, artists from different generations and musical backgrounds took part in creative sessions within the studio, using Apple tools to reinterpret iconic tracks from the past thirty years.
In the recording studio, a large Free System composition dominated the space: an architectural island that naturally embodied Claudio Salocchi’s radical vision, once again confirming its remarkable relevance. Balancing geometric rigour, compositional freedom and a convivial spirit, the system engaged in an authentic dialogue with its surroundings, becoming the focal point of the scene.
Although in different ways, Acerbis and Apple have both made innovation a defining part of their identity, creating products capable of anticipating their time. The decision to place Free System inside the store highlighted this parallel, giving shape to a coherent dialogue between two brands that have been able to translate their vision into distinctive and enduring forms.