Enterprise Mobility: Apple`s Grand Central Terminal Store Opening Lures Holiday Shoppers

By Nicholas Kolakowski  |  Posted 2011-12-09 Print this article Print
Open Air

Open Air

In contrast to other Apple stores, which are necessarily closed to the outside world, the bulk of the Grand Central location is in the open air of the train stations Main Concourse.
NEW YORK - Apple boasts more than 300 retail stores across the world, including five in Manhattan with the opening of its new outlet in Grand Central Station. Located on the wide terrace overlooking the train station's Main Concourse, and extending into a series of side rooms, the store doesn't offer anything new on the traditional Apple store model: blonde wood tables hold rows of the company's latest products, a Genius Bar tends to those with device issues, and glowing Apple logos loom over it all. Despite a lack of design novelty, customers turned out by the hundreds for the Grand Central store's Dec. 9 opening, with some even lining up the day before. In a bid to transform its Grand Central store into hubs for everything Apple, and not just locations for buying a Mac or iPhone, the company is hosting a series of 15-minute "express workshops covering everything from "iPad Essentials to "Travel Apps. The intended audience seems to be harried commuters and others who might need a quick lesson in something Apple-related on their way from Point A to B. Given the sky-high rental for the space, Apple surely wants to pack as many people into its sprawling new digs as possible.
Nicholas Kolakowski is a staff editor at eWEEK, covering Microsoft and other companies in the enterprise space, as well as evolving technology such as tablet PCs. His work has appeared in The Washington Post, Playboy, WebMD, AARP the Magazine, AutoWeek, Washington City Paper, Trader Monthly, and Private Air. He lives in Brooklyn, New York.

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