I’ve talked about each of these stores before. A recent visit to London gave me the opportunity to visit both within a couple of hours, which led me to think about how the experiences in them compare.

Nokia Flagship Store: Dark. Threatening. Exciting. Intense. Deep.

Apple Flagship Store: Light. Friendly. Discovery. Validating. Transparent.

Entering the Nokia store is like entering a video game: It’s not clear where you’re going, you need to explore and discover the levels of play. There’s a tension and an anticipation, an expectation that something thrilling is about to be revealed. Handsets are displayed in closed Lucite boxes or on pedestals, adding to the sense of mystique, but also to the distance. The dark palette and oddly high proportions of the ceiling (think Gothic awe) create a feeling of dominance and control that promises treasures if you explore. Reinforcing that, the ultra-high-end Vertu products are hidden at the far back of the space. On the negative side, there is too much empty space. Now what? Is there enough product here? Am I looking at the “right” things?

Entering the Apple store is like entering a great candy store: No surprises, here are the products, here are the prices. Bright, light, clear. Despite the open appearance, the store is rather fully packed. The glass stairs lead to the second level with the promise of more great things to find. Even if you never climb the stairs, you are left with the invitation, and with the sense that there is even more to delight you. There’s a validation and confirmation of your decisions;  you are never left wondering if you are in the right place. You can see everything on display clearly from any point in the store.

I’m not saying that one store is “better designed” than the other. They have very different atmospheres, which is interesting.