Hoerr Schaudt was initially retained by Apple Computer to design the streetscape for Apple's high-profile store along Chicago's famed Michigan Avenue. During the design process, the firm convinced Apple and the building architects to install the first green roof along Chicago’s Magnificent Mile. Apple, always the trend setter, embraced the idea of a roof that reduces a city's urban heat island effect, storm water run-off, and improves the building's energy efficiency.