SPG Intercity did a large scale research on Geneva’s retail market in order to satisfy Apple’s request. The only site that suited them was the old Hollywood cinema. The cinema was no longer going to exist and its lease contract was coming to an end.
SPG Intercity’s ingenious idea put this unique site forward but the whole space had to be renovated to fit the Apple’s request and chart. Once getting the green light from Apple, SPG Intercity negociated with the owners for the cinema to leave and for Apple to take over the lease. However other brands were also interested in this space. SPG Intercity then needed to find the right people to talk to and offer the best deal so that Apple could get the surfaces.