New SoHo Apple Store Open For Business, Old Store Being Revamped

Apple's temporary Apple store location in the SoHo region will temporarily handle the company's customers in New York.

Apple closed its store location in New York City's first Apple Store, SoHo, at 103 Prince Street for renovations. The store will soon be acquiring 5000 additional square feet, among other noticeable changes.

The replacement Apple Store is nearby at 72 Greene Street. This location contains the same feel and look of current Apple Stores, but also adds Covent Garden-style exposed bricks.

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City Website Racked gave a description of the temporary Apple Store: "Beyond the cast iron portal, the crowd was thick, huddled around signature blond tables showing Apple's array of electronic goodies. Thoughts of chewy candy were erased, replaced by a deep desire for things digital."

"The look of this new emporium, where Apple fiends can get their Jones on while the main store on Prince Street is remade, is raw and rustic. Imagine a very, very clean warehouse with lots of friendly spirits decked out in identical blue shirts,” the website added.

"This temporary space covers three floors, classically SoHo with columns down the middle. The main floor is awash in 27-inch screens and plug-ins of all sorts. Brick and black steel abound. But rather than the ubiquitous glass stairways to heaven, here big wooden treads go up and down."

Apple's former Apple’s Senior Vice President of Retail Operations Ron Johnson may have helped in the opening of this temporary location. He now serves as the President of JC Penny.

MacRumors forum members have already provided their opinions on the temporary Apple Store.

ChristianJapan wrote: "I like those bricked walls. Different textures everywhere on the wall. Much better compared with the boring white paper walls in my life."

Apple has not provided any statement on when the temporary store will close and the planned reopening of the first SoHo store location.

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