Apple is taking their "Start something new" initiative to the next level through select Apple Retail Stores. Beginning as a website, "Start something new" seeks to inspire creativity with photos, paintings, and videos created by people using Apple products. Apple has now taken the step of installing these works in some Apple Stores around the world, turning the stores into art galleries, of sorts. Galleries are going up in stores in London, New York, and Toronto.
The visuals teams at Apple's retail stores are installing new wall graphics that extend a Web campaign that spotlights artistic applications for iPad, iPhone and Mac. While store graphics have frequently mirrored the design and colors of Apple's Web pages, this seems to be the first time a specific promotional campaign has spanned both the Web and retail stores.
"Start something new" began earlier this week as a website, popping up first in Japan before appearing on Apple's U.S. site, along with several of those in Europe. It highlights a number of device features and apps used to create these works of art, including VSCO Cam, Brushes, and iMovie.