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Apple wants its neighbors’ support for its plans to build a new research campus in Cupertino, California. And to get it, the company has opted for a personal touch that appeals to what matters to the neighbors—that the campus will not get in their way, it will look beautiful and will, of course, not harm the environment.
Apple has been sending packages to Cupertino residents that consist of detailed plans for the upcoming Apple Campus 2, according to tech blog Engadget, which cites a report from MacRumors. The package includes a letter from Apple CFO Peter Oppenheimer and a “Response Card” that allows residents to add their names to the research campus’ list of supporters, attend a public meeting and/or write a letter in support of the campus. MacRumors has pictures of the letter and detailed booklet describing as well as offering mock-ups of the new campus.
In his letter, Oppenheimer says that respect for its neighbors was a priority for Apple as it designed Apple Campus 2. “The main building will be set back from the street. By keeping the majority of existing trees along the perimeter—and planting additional perimeter trees and thousands of new ones throughout the interior—the building will fade into the landscape,” he says. In other words, the campus won’t be visually obstructive, and will in fact make the imagery even more beautiful with the addition of new trees into a lot that currently consists of “26 aging buildings” and “a sea of asphalt.”
Oppenheimer says this new research campus will be able to accommodate approximately 13,000 employees, which is 3,000 more than what the current site can hold. This of course means the potential for more traffic, more urban congestion and, ultimately, more headaches for residents of Cupertino. The letter notes that the new complex will include a restaurant, a fitness center and other amenities to “reduce automobile trips.”
MacRumors notes that the project has not been immune to controversy, receiving criticism for, among other things, the amount of traffic it will bring to the area.
By distributing these packages to those who live in the city, and attempting to allay any potential fears neighbors may have about the project, Apple demonstrates that it is not only aware of the community's concerns, but that it also understands them.
Follow Sahil Patel: @sizpatel