A new Apple Museum will open its doors this Thursday in The Wall shopping centre in Utrecht. Ed Bindels, the founder of the retail chain Amac, expects the venue to attract between 50,000 and 100,000 visitors annually.
A personal project
The museum occupies the floor beneath the Amac store, but Bindels insists there is no commercial link between the two. Furthermore, the museum has no official affiliation with the California-based tech giant, although designers did adhere to specific Apple copyright guidelines. Bindels conceived the idea in 2020 and funded the multi-million euro project personally by selling Apple shares he purchased in 2009. He has received no subsidies and established a non-profit foundation to manage the museum’s proceeds. He intends to donate the entire collection to this foundation to ensure the museum survives him. Entry tickets are priced at 21.50 euros.
Location and experience
The museum is located next to the A2 motorway, which Bindels believes will not hinder its success. He views the site as a “destination” for a day out, even for international tourists. Choosing this location was also more cost-effective than a city-centre spot. Inside, the exhibition follows a chronological path starting with a replica of the Jobs family garage, where Steve Jobs co-founded the company. Visitors then journey through the history of technology, from the Apple 1 to the Apple Watch. The museum features functional vintage computers and “instagrammable” spaces, including a wall of colourful iMacs.
Future as a knowledge hub
Bindels intends for the site to be more than just a collection of hardware. He hopes it will grow into a “knowledge centre” dedicated to the company’s history. According to the founder, this is the first museum of its kind in the world. The opening coincides with the fiftieth anniversary of Apple this Wednesday.
In conclusion, the opening of the Apple Museum represents a significant personal investment in tech heritage. By blending nostalgia with interactive exhibits, Bindels aims to create a global landmark for fans of the brand. Whether the location at The Wall can truly become an international tourist hub remains to be seen, but the timing of the launch highlights the enduring cultural impact of the tech company.
@ anp | NEWS BRAINPORT
