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Brief Published: 9 Dec 2011

The Grand Central Apple


Never a brand to be accused of overlooking the details, technology giant Apple’s stunning new flagship opens today in New York City’s Grand Central station. The 23,000 sq ft open-plan retail space is designed to whisper rather than shout as it pays homage to its historic surroundings.

The store, which according to one onlooker “seemed to appear from nowhere overnight”, is seamlessly integrated into the architecture – almost unrecognisable as Apple’s if it weren’t for a series of glowing white logos. Lit by Grand Central station’s early 20th-century original Beaux Arts chandeliers, the store occupies many of the station’s internal balconies, offering stunning views over the main atrium.

But while the architecture may be historic, as you’d expect from a pioneering tech-brand, the store is anything but. Consumers are able to order remotely using the Apple Store App, and then simply pick up items in-store. Alternatively, they can swipe product barcodes with their iPhones, making instant purchases and avoiding lengthy queues.

This is Apple’s fifth NYC store, employing 350 members of staff. It includes two personal set-up rooms, where specialists can activate devices and transfer old data, plus two Genius Bars for advice, iPad tables, and comfy stools for kids.


Grand Central Station