pdf 2007-2021

12 11 ¢ÂÎÂÌ‚Ú›Ô˘ 2009 TÔ £¤Ì·
YMBOY§O EIXEIPHEøN
∆Ô Ì¤ÏÏÔÓ Ù˘ ÂÏÏËÓÈ΋˜
∆˘ ∂‡·˜ ∞ı·Ó·ÛÔappleÔ‡ÏÔ˘, ÔÏÈÙÈÎÔ‡ ªË¯·ÓÈÎÔ‡
¢Ú. ÔÏÂÔ‰fiÌÔ˘-ÈÚÔÙ¿ÎÙË TU Berlin
√ÌÈÏ›· ÛÙÔ ∂χıÂÚÔ µ‹Ì· ÙÔ˘ Forum ∞Ó¿appleÙ˘Í˘ 2009 –
12Ô Money Show ¿ÙÚ·˜
∂›Ó·È ÁÂÁÔÓfi˜ fiÙÈ ÙËÓ ÙÂÏÂ˘Ù·›· ÂÈÎÔÛ·ÂÙ›· ¤¯ÂÈ ÂÓÙ·ı›
‰ÈÂıÓÒ˜ Ô ‰È¿ÏÔÁÔ˜ ÁÈ· ÙÔ Ì¤ÏÏÔÓ ÙˆÓ applefiψÓ.
∏ ‚·ÛÈ΋ ıÂÌ·ÙÔÏÔÁ›· ·ÊÔÚ¿ ÛÙ· Ê·ÈÓfiÌÂÓ· ·‡ÍËÛ˘
ÙÔ˘ ·ÛÙÈÎÔ‡ appleÏËı˘ÛÌÔ‡ Î·È ‰È·¯Â›ÚÈÛ˘ ÙˆÓ appleÚÔ‚ÏËÌ¿ÙˆÓ
ÙÔ˘, ÙËÓ ‚ÂÏÙ›ˆÛË Ù˘ ı¤Û˘ ÙˆÓ applefiÏÂˆÓ ÛÙ· appleÏ·›ÛÈ·
ÙÔ˘ ‰ÈÂıÓÔ‡˜ ·ÓÙ·ÁˆÓÈÛÌÔ‡ ÁÈ· ÙËÓ ‰ÈÂΉ›ÎËÛË
Î·È appleÚÔÛ¤Ï΢ÛË ÂappleÂÓ‰‡ÛˆÓ, ÙËÓ ·Ó¿appleÙ˘ÍË Ù˘ Ù·˘ÙfiÙËÙ·˜
Î·È ·Ó·ÁÓˆÛÈÌfiÙËÙ·˜ ÙÔ˘˜ ηıÒ˜ Î·È ÙËÓ ·Ó·‚¿ıÌÈÛË Ù˘
·ÛÙÈ΋˜ ÂÈÎfiÓ·˜ Î·È ÙÔ˘ ÔÈÎÈÛÙÈÎÔ‡ ÙÔ˘˜ appleÂÚÈ‚¿ÏÏÔÓÙÔ˜.
Ù· apple·Ú·apple¿Óˆ ‚·Ú‡ÓÔ˘Û· Â›Ó·È Ë ı¤ÛË ÙˆÓ ·ÛÙÈÎÒÓ
appleÔÏÈÙÈÎÒÓ appleÔ˘ ÂÓۈ̷ÙÒÓÔ˘Ó ·Ú¯ÈÙÂÎÙÔÓÈο Î·È appleÔÏÂÔ‰ÔÌÈ-
ο ÙÔapplefiÛËÌ· ηıÒ˜ Î·È ‚ÈÔÎÏÈÌ·ÙÈΤ˜ appleÚÔÛÂÁÁ›ÛÂȘ.
∏ ÈÛÙÔÚ›· ÙˆÓ applefiÏÂˆÓ Â›Ó·È Ì›· appleÔ-
Ú›· ·ÎÌ‹˜, ÎÚ›Û˘, ÌÂÙ¿‚·Û˘ Î·È ÌÂ-
Ù·Û¯ËÌ·ÙÈÛÌÔ‡. √È applefiÏÂȘ ·appleÔÙÂÏÔ‡Ó
‰˘Ó·ÌÈÎÔ‡˜ ¯ÒÚÔ˘˜ ÔÈÎÔÓÔÌÈ΋˜ ηÈ
‰ËÌÔÁÚ·ÊÈ΋˜ Û˘ÁΤÓÙÚˆÛ˘ Î·È ·Ó¿-
appleÙ˘Í˘, apple·Ú·ÁˆÁÈÎfiÙËÙ·˜, ηÈÓÔÙÔÌ›·˜
‰ËÌÈÔ˘ÚÁÈÎfiÙËÙ·˜ ·ÏÏ¿ Î·È È‰ÂÒÓ.
ÙÔ Ì¤ÏÏÔÓ (2025) ÔÈ applefiÏÂȘ ı· Û˘-
ÁÎÂÓÙÚÒÓÔ˘Ó ÙÔ 75% ÙÔ˘ ·ÁÎfiÛÌÈÔ˘
appleÏËı˘ÛÌÔ‡, ÂÓ ·ÓÙÈı¤ÛÂÈ ÌÂ ÙÔ 50%
appleÔ˘ Û˘ÁΤÓÙÚˆÓ·Ó ÙÔ 2000 Î·È ÙÔ 10%
ÙÔ 1900. ∏ ‰ËÌÔÁÚ·ÊÈ΋ ·˘Ù‹ ¤ÎÚËÍË
ÙˆÓ fiÏÂˆÓ Ô‰ËÁ› ÙȘ applefiÏÂȘ Û ̛·
·Êã ÂÓfi˜ Û˘Ó¯‹ Âapple¤ÎÙ·ÛË Î·È ‰˘ÛÏÂÈ-
ÙÔ˘ÚÁÈÎfiÙËÙ· ·ÊãÂÙ¤ÚÔ˘ ‰˘Û¯ÂÚ·›ÓÂÈ
·ÎfiÌË appleÂÚÈÛÛfiÙÂÚÔ ˘ÊÈÛÙ¿ÌÂÓ· appleÚÔ-
‚Ï‹Ì·Ù· fiappleˆ˜ Â›Ó·È ÙÔ ÌÔÏ˘Ṳ̂ÓÔ appleÂ-
ÚÈ‚¿ÏÏÔÓ, Ô ıfiÚ˘‚Ô˜, Ë ¤ÏÏÂÈ„Ë Âχ-
ıÂÚˆÓ ¯ÒÚˆÓ, ÙÔ Î˘ÎÏÔÊÔÚÈ·Îfi, ÔÈ
˘„ËÏÔ› ‰Â›ÎÙ˜ ÂÁÎÏËÌ·ÙÈÎfiÙËÙ·˜, ÔÈ
‰È·ÚÎÒ˜ ·˘Í·ÓfiÌÂÓ˜ ÎÔÈÓˆÓÈΤ˜ ·ÓÈ-
ÛfiÙËÙ˜ Î·È ÔÈ ˘„ËÏÔ› ‰Â›ÎÙ˜ ·ÓÂÚÁ›·˜.
ËÌÂȈ٤ÔÓ fiÙÈ Û apple·ÁÎfiÛÌÈÔ Âapple›apple‰Ô
ÔÈ appleÔÏ˘appleÏËı¤ÛÙÂÚ˜ applefiÏÂȘ, Â›Ó·È applefi-
ÏÂȘ ÙÔ˘ ÂappleÔÓÔÌ·˙fiÌÂÓÔ˘ ÙÚ›ÙÔ˘ Îfi-
ÛÌÔ˘, fiappleÔ˘ ÔÈ Û˘Óı‹Î˜ ‰È·‚›ˆÛ˘ ›-
Ó·È ¿ıÏȘ.
ÙËÓ ∂ÏÏ¿‰· Ô ˘‰ÚÔÎÂÊ·ÏÈÛÌfi˜ Ù˘
appleÚˆÙÂ‡Ô˘Û·˜ ·ÓÙÈappleÚÔÛˆapple‡ÂÈ ‰ËÌÔ-
ÁÚ·ÊÈο ÙÔ 50% appleÂÚ›appleÔ˘ ÙÔ˘ appleÏËı˘-
ÛÌÔ‡ Ù˘ ¯ÒÚ·˜ Ù· ÙÂÏÂ˘Ù·›· 35 ¯Úfi-
ÓÈ·.  ¢ڇÙÂÚÔ Âapple›appleÂ‰Ô Ë Î˘ÚÈ·Ú-
ÚÂappleÔÚÙ¿˙
ŒÚÁ· Î·È ˘appleÔ‰Ô̤˜ ÎÈÓËÙ‹ÚÈ· ‰‡Ó·ÌË appleÚÔÛ¤Ï΢Û˘ ÎÂÊ·Ï·›ˆÓ ÛÙȘ applefiÏÂȘ
∂Ï΢ÛÙÈÎfiÙËÙ· Î·È ∞ÛÙÈΤ˜ ·ÚÂÌ‚¿ÛÂȘ
∆›ıÂÙ·È ÏÔÈapplefiÓ ÙÔ ÂÚÒÙËÌ·
ÌÂ appleÔÈÔÓ ÙÚfiappleÔ appleÚ·ÁÌ·ÙÒ-
ÓÔ˘Ó ÔÈ Û‡Á¯ÚÔÓ˜ applefiÏÂȘ ÙȘ
appleÔÏÈÙÈΤ˜ ·˘Ù¤˜. ËÌ·ÓÙÈÎfi
Â›Ó·È apple¿ÓÙˆ˜ Ó· ÁÓˆÚ›˙Ô˘ÌÂ
fiÙÈ apple·Ú·‰ÔÛȷο, ‹Ù·Ó Ë ÔÈ-
ÎÔÓÔÌÈ΋ Î·È ‰ËÌÔÁÚ·ÊÈ΋
¿ÓıÈÛË appleÔ˘ Ô‰ËÁÔ‡Û Û ¤Ú-
Á· Î·È apple·ÚÂÌ‚¿ÛÂȘ ÛÙȘ applefi-
ÏÂȘ. ‹ÌÂÚ· ·ÓÙÈÛÙÚfiʈ˜,
¤ÚÁ· Î·È ˘appleÔ‰Ô̤˜ ·appleÔÙÂÏÔ‡Ó
ÎÈÓËÙ‹ÚÈÔ ‰‡Ó·ÌË ÁÈ· ÙËÓ
appleÚÔÛ¤Ï΢ÛË ÙÔ˘ ÎÂÊ·Ï·›Ô˘
Î·È ÙËÓ ·‡ÍËÛË Ù˘ ÂÏ΢ÛÙÈ-
ÎfiÙËÙ· ÙÔ˘˜.
√È appleÔÏÈÙÈΤ˜ ·ÛÙÈÎÒÓ apple·-
ÚÂÌ‚¿ÛÂˆÓ Á›ÓÔÓÙ·È Ì¤Ûˆ:
- ¢ÈÔÚÁ¿ÓˆÛ˘ ÌÂÁ¿ÏˆÓ ÁÂ-
ÁÔÓfiÙˆÓ (√Ï˘ÌappleÈ·ÎÒÓ ∞ÁÒ-
ÓˆÓ, ÔÏÈÙÈÛÙÈÎÒÓ appleÚˆÙ¢-
Ô˘ÛÒÓ, ¢ÈÔÚÁ¿ÓˆÛË ÌÔ˘ÓÙÈ¿Ï
ÎÏapple.).
- ∞Ó·appleÏ¿ÛÂˆÓ ÌÂÁ¿Ï˘ ÎÏ›-
̷η˜.
- ª¿ÚÎÂÙÈÓÁÎ applefiÏÂˆÓ / ¢Ë-
ÌÈÔ˘ÚÁ›· Ó¤·˜ Ù·˘ÙfiÙËÙ·˜-ÂÈ-
ÎfiÓ·˜.
- ¢ËÌÈÔ˘ÚÁ›· ÙÔappleÔۋ̈Ó
̤ۈ ªÓËÌÂÈ·ÎÒÓ ¤ÚÁˆÓ
appleÔ˘ ·appleÔÙÂÏÔ‡Ó Ó¤· apple·ÁÎfi-
ÛÌÈ· ÚÂÎfiÚ Û ۯ¤ÛË Ì ٷ
Ê˘ÛÈÔÁÓˆÌÈο ‹ Ù¯ÓÈο ¯·-
Ú·ÎÙËÚÈÛÙÈο ÙÔ˘˜. ∫·È appleÔ˘
ηٿ ηÓfiÓ· ˘appleÔÁÚ¿ÊÔÓÙ·È
·applefi ÂappleÒÓ˘ÌÔ˘˜ Ù˘ ∆¤¯Ó˘
Î·È Ù˘ ∂appleÈÛÙ‹Ì˘ Î·È ·Ú¯È-
Ù¤ÎÙÔÓ˜ ÛÙ·Ú fiappleˆ˜ ÔÈ Hadid,
Callatrava, Rogers, Koolhaas,
Rossi, Liebeskind Î.·..
∆· apple·Ú·Î¿Ùˆ apple·Ú·‰Â›ÁÌ·-
Ù· appleÔ˘ ·ÎÔÏÔ˘ıÔ‡Ó ·appleÔÙÂ-
ÏÔ‡Ó apple·Ú·‰Â›ÁÌ·Ù·- ˘appleÔ-
‰Â›ÁÌ·Ù· ·ÍÈÔappleÔ›ËÛ˘ ÙˆÓ
‰˘Ó·ÙÔÙ‹ÙˆÓ ÙˆÓ applefiÏÂˆÓ Ì¤-
Û· ·applefi ÙËÓ ˘ÈÔı¤ÙËÛË Ù¤ÙÔÈ-
ˆÓ ÂÚÁ·Ï›ˆÓ.
µÂÚÔÏ›ÓÔ °ÂÚÌ·Ó›·˜
∆ËÓ ‰ÂηÂÙ›· ÙÔ˘ã80 ˘apple‹Ú-
Í ˘appleÔ‰ÂÈÁÌ·ÙÈ΋ appleÂÚ›appleÙˆÛË
applefiÏ˘, appleÔ˘ ˘ÈÔı¤ÙËÛ appleÔÏÈ-
ÙÈΤ˜ ‹appleÈ·˜ ·Ó¿appleÏ·Û˘, ÌÂ
Û˘ÌÌÂÙÔ¯‹ ÙÔ˘ ÎÔÈÓÔ‡ ÛÙ·
appleÏ·›ÛÈ· ·˘ÙÔ‚Ô‹ıÂÈ·˜. √ Ê˘-
ÛÈÎfi˜ Âapple·Ó·Û¯Â‰È·ÛÌfi˜ ÙÔ˘
·ÛÙÈÎÔ‡ ¯ÒÚÔ˘ ‹Ù·Ó appleÚÔ˚fiÓ
‰ÈÂıÓÒÓ ‰È·ÁˆÓÈÛÌÒÓ ÌÂ Û˘Ì-
ÌÂÙÔ¯‹ appleÔÏ˘ÂıÓÈÎÒÓ Î·Ù·-
Û΢·ÛÙÈÎÒÓ ÂÙ·ÈÚÂÈÒÓ ÛÂ Û˘-
ÓÂÚÁ·Û›· ÌÂ ÌÂÁ¿Ï· ÔÓfiÌ·Ù·
·Ú¯ÈÙÂÎÙfiÓˆÓ (Balla).
ªÂ ÙËÓ appleÙÒÛË ÙÔ˘ Ù›¯Ô˘˜
ÙÔ 1989 Î·È ÙËÓ ·Ó·Î‹Ú˘ÍË
ÙÔ˘ µÂÚÔÏ›ÓÔ˘ ˆ˜ appleÚˆÙ‡-
Ô˘Û·˜ Ù˘ °ÂÚÌ·Ó›·˜, ·ÎÔ-
ÏÔ‡ıËÛ ¤Ó· ÌÂÁ¿ÏÔ Î‡Ì·
apple·ÚÂÌ‚¿ÛÂˆÓ ·ÛÙÈÎÔ‡ Û¯Â-
‰È·ÛÌÔ‡ appleÔ˘ ·ÊÔÚÔ‡Û·Ó
ÛÙËÓ ·Ó¿appleÏ·ÛË ˘appleÔ‚·ıÌÈ-
ÛÌ¤ÓˆÓ appleÂÚÈÔ¯ÒÓ. ∆Ô µÂÚÔ-
Ï›ÓÔ fï˜ ˘ÈÔı¤ÙËÛ ¤Ó·
·ÛÙÈÎfi marketing appleÔ˘ Û˘Ó-
‰È·ÌÔÚÊÒıËΠ̤۷ ·applefi
Û˘Óı‹Î˜ ÌÂÁ¿Ï˘ ÔÈÎÔÓÔÌÈ-
΋˜ ÎÚ›Û˘.
Bilbao πÛapple·Ó›·˜
∏ ÌÂÁ¿Ï˘ Îϛ̷η˜ ·Ó¿-
appleÏ·ÛË Ù˘ apple·ÏÈ¿˜ ‚ÈÔÌ˯·-
ÓÈ΋˜ appleÂÚÈÔ¯‹˜ Î·È Ô appleÚˆÙfi-
Ù˘appleÔ˜ Ê˘ÛÈÎfi˜ ·Ó·Û¯Â‰È·-
ÛÌfi˜ ÙÔ˘ ·ÛÙÈÎÔ‡ ¯ÒÚÔ˘
¤¯Ô˘Ó ÌÂÙ·ÙÚ¤„ÂÈ ÙÔ Bilbao
Û ΤÓÙÚÔ ·ÛÙÈÎÔ‡ ÙÔ˘ÚÈÛÌÔ‡
(ÂappleÈÛΤappleÙ˜ ·applefi Â͈ÙÂÚÈÎfi
+43%, πÛapple·ÓÔ› ÂappleÈÛΤappleÙ˜
+20,4%). ∂ȉÈÎfiÙÂÚ· ÙÔ ªÔ˘-
ÛÂ›Ô Guggenheim ÙÂÎÌËÚÈÒ-
ÓÂÈ Ì›· Ó¤· ‰ÈÂıÓ‹ Ù¿ÛË appleÔ˘
·ÊÔÚ¿ ÛÙÔÓ ·ÛÙÈÎfi ÙÔ˘ÚÈÛÌfi.
Belfast ªÂÁ¿Ï˘
µÚÂÙ·Ó›·˜
ªÂ apple·ÚÂÌ‚¿ÛÂȘ appleÔ˘ ·ÎÔ-
ÏÔ‡ıËÛ·Ó Ù· ÙÂÏÂ˘Ù·›· ¯Úfi-
ÓÈ· ÙÔ Belfast ·appleÔÙÂÏ› Ì›·
˘appleÔ‰ÂÈÁÌ·ÙÈ΋ appleÂÚ›appleÙˆÛË
ÂÓ›Û¯˘Û˘ Ù˘ Ù·˘ÙfiÙËÙ·˜ ̤-
Û· ·applefi ÙÔÓ Û¯Â‰È·ÛÌfi. ∫Â-
ÓÙÚÈÎfi ÛËÌÂ›Ô Ù˘ ȉ¤·˜ ·appleÔ-
Ù¤ÏÂÛÂ Ë ÂÏ΢ÛÙÈÎfiÙËÙ· ̤-
Û· ·applefi ÙËÓ ·Ó·Î·Ù·Û΢‹ ηÈ
appleÚÔ‚ÔÏ‹ ÙˆÓ Ó·˘appleËÁ›ˆÓ ÙÔ˘
πÛÙÔÚÈÎÔ‡ ÏÔ›Ô˘ «∆ÈÙ·ÓÈÎfi˜»
(Titanic Quarter).
√È ∂ÏÏËÓÈΤ˜ applefiÏÂȘ
∞˜ ‰Ô‡Ì ÙÒÚ· ÂÓ Ù¿¯ÂÈ appleˆ˜
·ÍÈÔappleÔÈ‹ıËÎ·Ó ÔÈ Â˘Î·Èڛ˜
·Ó¿appleÙ˘Í˘ ·ÓÙ›ÛÙÔȯˆÓ ÌÂ-
Á¿ÏˆÓ ÁÂÁÔÓfiÙˆÓ appleÔ˘ ¤Ï·‚·Ó
¯ÒÚ· ÛÙËÓ ∂ÏÏ¿‰·, ÛÙȘ ÙÚ›˜
ÌÂÁ·Ï‡ÙÂÚ˜ ∂ÏÏËÓÈΤ˜ fi-
ÏÂȘ. ˘ÓÔÏÈο Î·È ÛÙȘ ÙÚÂȘ
applefiÏÂȘ ÎÚ›ÓÔÓÙ·˜ ·applefi ÙËÓ ·‡-
ÍËÛË ÙÔ˘ ÙÔ˘ÚÈÛÙÈÎÔ‡ Ú‡-
Ì·ÙÔ˜ Î·È Ù˘ ÂappleÈÛ΄ÈÌfiÙË-
Ù·˜ ηٷÁÚ¿ÊÔÓÙ·È È‰È·›ÙÂÚ·
‰˘ÛÌÂÓ‹ ·appleÔÙÂϤÛÌ·Ù·. ÙËÓ
ÂÚ›appleÙˆÛË Ù˘ «∞ı‹Ó·˜, √Ï˘-
Ìappleȷ΋ fiÏË 2004» ÙÔ apple·-
ڷοو Û¯fiÏÈÔ ÌÔÈ¿˙ÂÈ Ó· Û˘-
Ìapple˘ÎÓÒÓÂÈ ÙÔÓ ÙÚfiappleÔ appleÔ˘ ›-
‰·Ó ÙÔ ÂÁ¯Â›ÚËÌ· ·˘Ùfi Èı‡-
ÓÔÓÙ˜ (ÂÎÙfi˜ ∂ÏÏ¿‰Ô˜). «∏
∞ı‹Ó·, apple›ÛÙ„ fiÙÈ ÙÔ Ì¿Ú-
ÎÂÙÈÓÁÎ Ù˘ applefiÏ˘ ÔÏÔÎÏË-
ÚÒıËΠ̠ÙËÓ ·Ó·Î‹Ú˘Í‹ Ù˘
ˆ˜ √Ï˘Ìappleȷ΋ applefiÏË ÙÔ 2004.
¢ÂÓ Î·Ù¿Ï·‚ fiÙÈ ÌfiÏȘ ÙfiÙÂ
¿Ú¯È˙Â Ë ‰È·‰Èηۛ·», ‹Ù·Ó
ÙÔ Û¯fiÏÈÔ ÙÔ˘ Arnhold,
ÕÁÁÏÔ˘ ÂȉÈÎÔ‡ Âapple› ÙˆÓ ıÂ-
Ì¿ÙˆÓ ÙÔ˘ ª¿ÚÎÂÙÈÓÁÎ ÙˆÓ
applefiψÓ. √È ‚·ÛÈÎÔ› ÏfiÁÔÈ
«·appleÔÙ˘¯›·˜» ·ÍÈÔappleÔ›ËÛ˘ ÙÔ˘
ÁÂÁÔÓfiÙÔ˜ ‹Ù·Ó ÁÈ· ÙËÓ ∞ı‹-
Ó· ÂappleÈappleϤÔÓ Ë ÌÂÁ¿ÏË ‰È·-
ÛappleÔÚ¿ apple·ÚÂÌ‚¿ÛÂˆÓ Î·È Ë ÌË
Ú‡ıÌÈÛË Ù˘ ªÂÙ·ÔÏ˘ÌappleÈ·-
΋˜ ¯Ú‹Û˘ ÙˆÓ ÂÁηٷÛÙ¿-
ÛÂˆÓ appleÔ˘ Ô‰‹ÁËÛÂ Î·È ÛÙËÓ
·apple·Í›ˆÛË ÙÔ˘˜. ∏ £ÂÛÛ·ÏÔ-
Ó›ÎË, ÔÏÈÙÈÛÙÈ΋ appleÚˆÙ‡Ԣ-
Û· Ù˘ ∂˘ÚÒapple˘ (∂) 1997,
¯·Ú·ÎÙËÚ›ÛÙËΠˆ˜ Ë appleÂÚ›-
appleÙˆÛË ∂ appleÔ˘ ›¯Â ¤Ó· ‰˘-
Û·Ó¿ÏÔÁ· Ì ÙÔ ·appleÔÙ¤ÏÂÛÌ·
ÌÂÁ¿ÏÔ ÎfiÛÙÔ˜ ¤ÚÁˆÓ Î·È ÂÎ-
‰ËÏÒÛÂˆÓ Î·ıÒ˜ Î·È ÌÂÁ¿ÏË
‰ËÌfiÛÈ· ÂappleȯÔÚ‹ÁËÛË Û ۯ¤-