Apple know a thing or two about retail.
They know how to create desire and community in a store, and also know that their stores are fundamental to their brand experience – but not the be all and end of it. And like everything else they do, their retail experience is nigh on perfect.
And the newest Apple Store to open is smack bang in the middle of one of New York’s iconic buildings – Grand Central Station. The store and the place have a symbiosis that I think would be impossible for any other brand to pull off. The design of the store is so completely sympathetic to its location that its hard to see where the store ends and the station begins.