Branding Architecture is born of interest in architectural production as a means of replacing local identities with global identities, as a result of capitalism and globalization, that have led to the commercialization of public spaces, in favor of the big multinationals.
In the year 2001 opens the first Apple Store in the world, located in a shopping center outside Washington DC (USA), a space dedicated to the sale and advice for users of the Apple ecosystem. A space that would be exported all over the world, becoming a fundamental pillar for the diffusion of the ideals of the brand and which would use tools provided by the architecture to establish a direct channel of communication with the environment and its consumers. This work aims to demonstrate these tools and architectural strategies of which Apple makes use to relate to its costumers, making a cataloging of the typologies of existing stores and extracting from them a reading of meaning, through semiotics methods.
