Organic Tech Shops

Jony Ive is Apple's Chief Design Officer, responsible for the iconic, often-emulated designs behind the limitless range of i-products -- and now, the first Jony Ive Apple Store has opened its doors in Brussels.

The new store was greeted with much surprise and attention when it was first revealed in the Belgian capital, and for good reason. The Jony Ive Apple Store is a significant departure from the electronics giant's previous brand-exclusive tech shops. The Apple Store that consumers are familiar with is full of sleek white surfaces covered in well-spaced samples for shoppers to play with and explore. Its design echoes the ultra-cool space age image of its retailer.

The Jony Ive Apple Store, in comparison, looks organic and human. It incorporates wood, clay and earth tones and a row of pleasant potted trees. It bursts at the seams with multiple products of same model, so that customers can take an iPad or set of headphones off the shelf and go home with that very item. It's an interesting indication of the direction Apple is taking with its brand identity.