STEVE JOBS. IL CASONE featured in the biography of the Apple genius, who chose to use Pietra Serena for his stores all over the world

“Jobs insisted that it had to be authentic. The gray-blue Pietra Serena sandstone, which has a fine-grained texture, comes from a family-owned quarry, Il Casone, in Firenzuola outside of Florence”. This is how the official biography, written by Walter Isaacson (Italian edition published by Mondadori, english edition published by Little Brown Book Group) tells the story of the grey paving visible in Apple Stores all over the world, adding that Steve had first come across this stone during a trip to Italy. This is why, in 2002, he started to get tired of the previous wood flooring and decided to replace it with this stone, considering its grain, tone and purity ideal for the job. “Knowing that it’s the same stone that Florence uses for its sidewalks assures you that it can stand the test of time,” was the consensus at Apple.

That was how the story started in 2002, requiring a continuous commitment from the company, as well as an increase in internal staff. To recognise this commitment, IL CASONE received the special Steve Jobs prize a few weeks ago, during the Buy Tourism Online (BTO 2011) exhibition, thus benefitting from extensive media focus in national newspapers and television news.