Tim Cook, location, and the image of a corporate HQ

Wendy Lee, San Francisco Chronicle:

Cupertino is so populated by Apple employees that some people have jokingly called it “Appletino.” Later this year, Apple will open a visitor center, cafe and store to the public at Apple Park, which the city estimates could could draw hundreds of thousands of visitors a year.

In addition to the campus, Apple will continue to have engineers at its buildings on Infinite Loop. Chief executive Tim Cook will move his office to Apple Park.

That last bit has been making the rounds. Seems obvious to me. Where else would Tim Cook keep his office?

More from Wendy:

Apple hasn’t revealed the total cost for the project, but Bloomberg estimated in 2013 that it could be near $5 billion. The design will help the company recruit, and also reflects how Apple is always pushing the envelope on technology, said Mina Chow, a senior lecturer at University of Southern California School of Architecture.

“Corporate headquarters are all about making a statement,” she said. “Even when you had the period of emperors and kings, it’s all about making a statement. Architecture is the identity of a culture. We build what we believe we are.”

And that last bit is the most fascinating to me. We build what we believe we are. And this particular “we” is really Steve Jobs, no?