Apple’s New Boston Store, “A Diamond in a Rock Pile”
: Photo: sushiesque/Flickr
Apple opens its largest store in the United States at 6 p.m. EST today, a glass-and-steel extravaganza in downtown Boston.
The Thursday grand-opening is unusual for Apple, and likely coincides with an off-day for the Boston Red Sox. Players are rumored to be showing up for the event.
The line to be among the first inside the store numbers more than 300, and stretches back four blocks. Many in line hope to get a free poster and maybe something more. At previous openings, Apple has randomly given away MacBooks, iPods and iTunes gift cards.
Left: The three-story, 20,000-square-foot store sits smack in the middle of the posh Boylston Street shopping strip. The glass-fronted store is sandwiched between a pair of older stone buildings, a juxtaposition described by one Gizmodo commentator as “a diamond in a rock pile.”
: Photo: Michael Oh
The Boston store is Apple’s second-largest store: The store on London’s Regent Street is 28,000 square feet.
Ron Johnson, the head of Apple retailing, said Apple had been eyeing the spot for several years, and that the size of the store is in line with Apple’s growth.
“If we had opened this store in 2001, it would have been one level,” Johnson said at a media event Wednesday. “If we had opened it in 2005, it would have been a two-level store. But in 2008, it’s the largest store in the U.S.”
The store will be open for extended hours, but won’t operate 24/7.
: Photo: sushiesque/Flickr
The store has three stories connected by a glass spiral staircase. Computers are on the first floor; iPods, iPhones and accessories on the second; and the troubleshooting Genius Bar on the third floor. The Genius Bar is large enough to handle up to 1,000 queries a day, Apple says.
The product placement is reminiscent of the old supermarket strategy of putting the staples like bread and milk near the checkout. Customers are lead down the aisles in the hope that they’ll pick up more expensive products along the way.
The third floor will also have a “Studio” section for tutorials and personal training. Members of Apple’s One to One training program will receive personal tutorials in moviemaking, music, office productivity and more. The store will also host school nights and summer camp programs.
: Photo: sushiesque/Flickr
The new store is right across the street from another Apple dealer, Tech Superpowers. Afraid his business will be crushed by the new store, owner Michael Oh buried a company shirt below the Apple store to curse it, a la the Sox shirt buried below the new Yankee stadium.
“We’re doing it with a wink,” Oh told the Boston Globe.
Apple now has 210 stores: 183 in the United States and 17 more in Japan, Canada, the U.K. and Italy. The stores are a cash cow, earning $1.45 billion in the second quarter. Apple plans to open 45 more stores during 2008, concentrating on overseas expansion in China, Europe and Australia.
: Photo: sushiesque/Flickr
Apple received more than 5,000 applications for 165 jobs at the store, according to the Globe.
The staff wear different colored shirts to indicate their roles: “concierges” who greet new customers wear orange; sales “specialists” wear light blue; and the “geniuses” wear dark blue.
: Photo: sushiesque/Flickr
The design of the store was carefully supervised by Apple CEO Steve Jobs, who co-holds a patent for the signature glass staircase used in many of Apple’s “flagship” stores.
The stores use a lot of the same materials and design cues as Apple’s products – steel, glass and aluminum.
Johnson told reporters that the floor is the same stone used in sidewalks in Florence, Italy. “It’s a common palette of materials,” he told Reuters, “both old and new.”
: Photo: sushiesque/Flickr
Apple’s stores are built on the idea of bringing “high-touch” service to selling technology. Instead of cacophonous big-box stores staffed by ignorant, spotty teenagers, Apple’s stores are no-pressure spaces where consumers can get comfortable with machines before making a purchase.
: Photo: jdlouhy/Flickr
The store has a number of green touches. There’s a characteristic skylight in the roof — Steve Jobs and his architects are fans of natural light. And the rooftop features a small garden, covered in grass (the kind that’s mown, not smoked).
The building collects and filters rainwater, which is fed into Boston’s Back Bay water table.
“We’re highly confident that we’ve built a store here that is going to have a great [positive] environmental impact,” Johnston said.
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