Apple approached marchFIRST (formally CKS) and Eight Inc. to develop a unique environment within the CompUSA San Francisco store. Apple secured a prominent space on the street level by repurposing a secluded storage area and exchange counter. The interior architecture and fixtures drew from new store-in-store components and Apple event vocabulary. The brand was expressed in a very simple manner blending genius banners with related items like a corporate manifesto, product packaging and the new rendered logo.