When Apple needed to create a centerpiece for their Worldwide Developers Conference (WWDC), they didn’t just want signage—they were after something truly sculptural. The final sculpture is more than just sign foam, acrylic, and aluminum: it’s a defining moment that invited thousands of attendees to take a photo and celebrate being there. Whether we realize it or not, as a retail partner, most of our time at PD is spent creating moments. And we collectively do what it takes to make them happen. The sculpture for Apple was no exception.
Recently, Apple launched a new user interface product called Liquid Glass. The WWDC sculpture was designed to incorporate inspiration from this new product using acrylic, which required meticulous engineering to achieve the perfect balance—heavy enough at the base for stability, yet impossibly light at the top to keep it mobile. The attention to detail from the entire team was extraordinary: designers spent two full days in the paint booth with us perfecting the gradient, while custom 3D-printed sanding blocks were created to match the precise but different geometries of the “W”.
The installation itself was part of the experience. At the beginning of the event, the sculpture’s base was buried under sod so it looked like it was part of the lawn. Then, overnight and as if by magic, the sculpture was moved by the installation team so it was by the front door of the conference, surprising thousands of developers the next day. This wasn’t just signage, it was a carefully orchestrated moment designed to embody Apple’s culture of innovation.
Philosophy behind the magic
What separates Apple from competitors is their recognition that everything is an experience. The difference lies in intentionality—the conscious decision to affect how customers feel at every touchpoint. Whether it’s the tactile experience of polished stainless steel or the visual impact of acrylic materials, Apple invests in details that create emotional connections.
One of the details it invests in is the partnership with PD. It works because both of our organizations believe in doing what other people haven’t done before. We instinctively know that when someone says something is impossible, it just means it will take a little longer. At PD, we also try to create a certain feeling when our partners work with us, which is why so many of us do what it takes to make extraordinary work, from late nights to going above the original project scope. We are one of the tools that has made it possible for Apple to revolutionize retail.
This commitment to experiential excellence explains why customers willingly pay premium prices. Apple has mastered the understanding that when people feel something is worth more, they’ll pay more. By refusing to compromise on experience, they continually raise the bar, creating a cycle of innovation that opens new possibilities for today, tomorrow, and beyond.
