Writing in ArchitectureAU, Citizens for Melbourne President Tania Davidge says that the Victorian government has offered Melbourne’s “heart and soul” to Apple with a site for a new store on Federation Square. “Quite frankly, the price is too high.”
"So what is Apple offering back, culturally and civically, to Federation Square? Free daily lessons on how to use Apple products, apparently. We have truly reached the point of peak cynicism when we argue that an exercise in brand building is enough in the social and cultural context of Federation Square."
"Federation Square is Melbourne’s and it works because it is so uniquely Melbourne. It seeks to be local and international but never global, unlike Apple, whose global bland – excuse me, brand – is built on global ubiquity and very seldom on local nuance."