On a recent visit to Dubai, we visited the new Apple Store concept. One thing of note is no more genius bar – it’s now among some indoor trees and called the “Genius Grove”.

Most impressive was a large video display in the rear of the store – very high resolution (2 mm). The content was impeccable, a ‘simple’ loop of large product arrays – slowly animating to create an ambient motion ‘dance’ of Apple products. No text. No cuts. Just simple, slow movement. It doesn’t scream ‘look at me’ and it supports the vibe of the store experience.

It just works. Have a look.