Where ideas sing
The origins of the phrase "Where Ideas Sing" comes from a song of the same name written by Saba, a hip-hop artist who was born and raised in Chicago. Among the signs, logos, and advertisements on Michigan Avenue (known as the Magnificent Mile), this design is painted on the south wall of the new Apple store that faces the Chicago River. The new phrase celebrates Apple's brand, which has long celebrated creativity, innovation, and those of us who "think different". The large letters are centered, handwritten, and cursive without capitalization, punctuation, or any typographical emphasis other than how it contrasts against the white wall and the flashy "Chicago Tribune" and "Trump" logos surrounding the store, marking a new age of branding.
Matthew Hoffman, who designed the display is most known in Chicago for his "You Are Beautiful" campaign, built on the premise of delivering an uplifting message directed toward the individual in public spaces. This design on Apple's new flagship store identifies a place where the individual can celebrate and bring their ideas to life using the technology Apple sells.
The premise Apple is marketing here is technology should no longer be thought of as a tool to help our brains think differently — it's an extension of the body to express ourselves, providing an amplifier for our voice.