Apple’s new flagship store, occupying 23,000 square feet, is one of the world's largest Apple stores, opening on Friday at Manhattan's Grand Central Terminal in New York. It is located in the heart of the historic terminal and convenient for commuters and tourists alike. Apple signed a 10-year lease with the Metropolitan Transit Authority (MTA) for the space, once occupied by a restaurant. The store is so huge and owns a staff of 350, bringing the number of Apple's New York area employees to more than 4,000.
The company’s newest retail location will offer everything Apple customers are accustomed to -- a full product line, a “genius bar,” and personal training -- as well as a few amenities designed for time-strapped commuters, according to Bob Bridger, Apple’s vice president of retail real estate and development. “Whether you are on the train, in a taxi or walking to the store, when you arrive to the station, just pick it up,” You're greeted with an iconic glowing Apple, under which Apple's best-selling products are available right at the front of the store, meaning if you want an iPad, you can be in and out in a flash.
Besides, Macs and two Genius bars are located through the doors to the left and iPods, iPhones, iPads, and accessories are to the right. As you browse through products, you look out over the enormous hall, with the station's beautiful mural on the ceiling above you and various commuters below. The store seems to have been carefully crafted to fit in with the architecture of the building, which is no surprise since Apple has stores in historic spots all over the world, like underneath the Louvre and London's Covent Garden.
While many customers have been expressing frustration at difficulties with getting the attention of store employees to complete simple transactions, the new self-checkout avoids that situation entirely while freeing those staff members for more specialized consultation and training with other customers. Apple has reportedly noted that it envisions self-checkout and another system in which customers can pickup online orders in-store eventually being the primary ways in which customers make purchases from Apple retail stores. As an extra bonus to commuters, Apple is providing free Wi-Fi throughout the terminal. Also, the store will be the first to offer 15-minute Express Workshops of "tips and tricks in a streamlined format to serve customers on a tight schedule".
Like all of Apple's stores, the new digs are set up as a place of learning to explore Apple products along someone who can guide you in your purchases and get you up and running before you walk out of the store. The mega-brand is sure to get lots of foot-traffic, with the crowds passing through Grand Central each day and over 1,000,000 people during the holidays. And Demographics listed on Grand Central Station's website show that an average 7,500 people an hour pass the corner of 42nd and Vanderbilt Avenue, making it one of the busiest intersections in the city. Apple recently renovated the Fifth Avenue store and is in the process of expanding its SoHo location.
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