Some thoughts about the new Apple landmark in NYC

Michael Gartenberg | May 18, 2006, 01:23 PM

Patti Freeman Evans who's our Senior Analyst covering the retail space is blogs here about the new Apple store in NY.

"In offline retailing where location is still king, Apple has picked a ripe spot. Their new store at 59th Street and 5th Avenue puts a strong stamp on both NYC retail as well as NYC architecture. They've created a glass cube in the middle of the plaza where a giant apple appears to hang in mid air. A stunning sight. The selling space is actually below ground and when I walked down the floating glass staircase I felt I should be wearing a flowing evening gown and tiara; I could virtually hear the sweeping epic music playing in the background. And every customer can feel as though they are making a grand entrance in to the downstairs space. The store space is spare but open in design so the customer can see the full product assortment and service areas in one broad view; an achievement for a retail space. They've devoted the same amount of floor space to the speedily selling IPOD line as they have to their selection of computers. Seems like the IPOD continues to drive much of Apple's overall selling strategy. And, egad, the store will be open 24 hours a day. They have a staff of 300 (I wonder who gets the 2am to 8am shift?), with 96 people staffing the genius bar. I didn't know there there that many geniuses around, but the focus on service is admirable and a great brand strategy compared to their competitors. All in all, it is a beautiful store that is in keeping with the innovative design effort Apple puts into it's products. But, I wonder, with the Apple store and FAO Schwartz on the same block, will the lines of customers at the holidays reach all the way to Rockefeller Center or Grand Central?"

Personally, I wonder how long it will for "Apple Building" to replace "GM building" as part of the vernacular.