This flight of steps runs up the outside of a Modernist house in Switzerland. What is striking here is the precise construction of relationships. The gaps between steps allow crisp lines of light to fall on the darkly shadowed wall, reinforcing the subtlety of the dialogue between granite and the concrete, which has been bush-hammers to expose the stone aggregates.
...There is something hypnotic about stair climbing, and as often as I find myself thinking I ought to be at the fourth floor when I am only at the third, I think I've only gotten to three when I'm actually arriving at four.
...To my eyes (and legs) the straight run is more elegant and enjoyable to ascend.
...The narrowing is both functional and artistic, acknowledging that a stair is likely to be used by a smaller number of people as it rises and forcing the perspective narrowing of the long view upward.
...The symbolic weight of stairs is embodied in both their form and their magnitude.
For two and a half months I did not see a stairway in America. They are something that has been buried...hidden behind a door that you are not supposed to open.
Ive and his team worked with Apple's Korean manufacturers to perfect the process of making the cases, and they even went to a jelly bean factory to study how to make translucent colors look enticing. The cost of each case was more than $60 per unit, three times that of a regular computer case. Other companies would probably have demanded presentations and studies to show whether the translucent case would increase sales enough to justify the extra cost. Jobs asked for no such analysis.
Topping off the design was the handle nestled into the iMac. It was more playful and semiotic than it was functional. This was a desktop computer; not many people were really going to carry it it around. But as Ive later explained:
Back then, people weren't comfortable with technology. If you're scared of something, then you won't touch it. I could see my mum being scared to touch it. So I thought, if there's this handle on it, it makes a relationship possible. It's approachable. It's intuitive. It gives you permission to touch. It gives a sense of deference to you.