Apple (NASDAQ:AAPL) opened its sixth retail location in Manhattan—this one in a refurbished bank. The new location, at the corner of East 74th Street and Madison Avenue on the Upper East Side, is housed in a 93-year-old former bank, giving the store a boutique look rather than an electronics store.
Unique design elements include a wall with a number of round, wooden "heads" that hold Beats headphones, each connected to an iPhone for sampling, AppleInsider reported.
Another interesting area is a wall of phone cases with each kind of case fixed on a wooden plank that also functions as a handle, reminiscent of a safety deposit box. If a customer pulls on the handle, a drawer opens with all the cases of that kind for sale.
Apple's VIP room is downstairs in the vault, complete with couches, a large television, laptops and iPhones. It will be used to host Apple Watch try on appointments.
The retailer revived its personal shopping services and shorter operating hours to cater to the location's upscale clients.
Just before the launch of the new Apple Watch in April, Angela Ahrendts, head of retail, announced a push for customers to shop online, not in stores, for new product launches in order to avoid disappointment at limited supplies. Since Ahrendts joined the company in late 2013, there have been hints of a facelift for Apple stores, but, thus far, little has changed.
-See this AppleInsider article
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