[Brave Ulysses]

http://green.venturebeat.com/2010/01...oogle%20Reader

Sounds like Apple may be trying out a large "concept" store in their backyard of Palo Alto.

Considering the proximity to Apple and the comments in the article about its goals I wonder if Apple may be looking at making this location a sort of "company store" that is more for brand marketing and possibly even brand merchandise.

[psmith2.0]

There was a little piece about this last Friday at AppleInsider.

It'll be interesting to see exactly what they do here. These retail stores are 8-9 years old now, and they've basically had the same design and vibe for all that time. Maybe they're testing "the next ten years" here?

I wish they would sell some branded stuff (hats, thermos, "beauty shot" calendars, etc.).

[joveblue]

I met someone who worked at an Apple Store the other day. He had a metallic Apple-branded water-bottle. He said they got that and something else for christmas. I can't remember what the other thing was, a hat maybe? I was very jealous.

[psmith2.0]

Yeah, I'm not much of a T-shirt guy (unless it's long-sleeved), but I'd love an Apple ballcap or a fleece pullover (with a little 2" Apple logo on the left chest). And then something like a neat water bottle. Apple being Apple, I know they're charge an arm for it (but it would still be better than the arm and two legs RedLightRunner.com charges).

This new Palo Alto store is being designed by the same firm that did the big glass cube store in New York City. I'm sure it'll look really nice.

[Iago]

Originally Posted by pscates2.0 fleece pullover (with a little 2" Apple logo on the left chest).

What size are you? I have a bunch of these in a small. They're by Port Authority, a nice fleece with a zip neck and an embroidered Apple logo on the left sleeve. It's an indistinguishable black/dark blue. Yours for the cost of shipping.

The concept stores, as I understand it, will be based on Steve's original vision for the Apple Store, which doesn't have any non-Apple merch in it at all. It's all about training and Apple solutions. The OneToOne program Apple offers has been very, very successful (to the point where customers are increasingly dissatisfied by it due to lack of trainer availability), and I think these stores will be designed to ease the burden on smaller stores to an extent.

Apple only had four kinds of store when I left: a flagship, which is a totally bespoke store designed to be a cultural landmark, like 5th Avenue or Regent Street; a compact, which is a relatively compact store for malls in key demographics where real estate goals couldn't be met but a compromise was necessary; a vintage which is the traditional one-storey double length store (probably the most common), and a Vintage C Stack, which is half as long as the vintage but has a mezzanine. They introduced Vintage C Stacks in 2007, and RoJo has already said that they're moving away from the smaller stores because although they're great profit centres, they aren't particularly effective in other areas, like training.

I think Apple may have seen that whilst foot-traffic rises in-kind with landmark stores, the sales rise out of proportion (that is, people are more likely to buy a Mac at a store which feels like an event in itself), which is certainly my experience with the numbers at the stores across EMEA.

Incidentally, Apple is working on a store in Covent Garden, London on very similar grounds as the "community" store. Work began on that before I left, and there are plans for a beautiful outdoor seating space (with roofing) and free WiFi for the public to use. It could be really amazing.

I don't expect them to offer merchandise like caps, t-shirts, et cetera, but I might be wrong.

[Capella]

Seconding the "I want Apple merch" idea.

I think these new stores are a cool idea. Mall stores are nice- I got my Mac Mini at one- but they're super super crowded whenever I go in one. I'd love to see a big concept store and walk around it and marvel, and I think the comments about them being better for training makes sense. The only thing I wonder is, where are they going to put ones? I mean, it seems like this would be a thing for bigger cities to draw the most traffic, but lots of big cities already have Apple Stores, and wouldn't that glut the market? Or would they shut down smaller stores (like mall stores) to go for a bigger one?

[psmith2.0]

Originally Posted by Iago What size are you? I have a bunch of these in a small. They're by Port Authority, a nice fleece with a zip neck and an embroidered Apple logo on the left sleeve. It's an indistinguishable black/dark blue. Yours for the cost of shipping.

That's very kind of you, and I appreciate the offer. But I haven't fit into a "small" anything since sixth grade or so.



Depending on manufacturer/style, I'm in the L/XL/2XL category. I don't know if I could even get a small or medium over my big biscuit head.

[Eugene]

Sounds more like a public hangout type of outlet rather than a retail/merchandising location. Food service, loungy atmosphere, activities not related strictly to Apple or third-party products. Less focus on making a periodic sale rather than making a loyalist that lives and breathes Apple.

[Iago]

Originally Posted by Capella Seconding the "I want Apple merch" idea. I think these new stores are a cool idea. Mall stores are nice- I got my Mac Mini at one- but they're super super crowded whenever I go in one. I'd love to see a big concept store and walk around it and marvel, and I think the comments about them being better for training makes sense. The only thing I wonder is, where are they going to put ones? I mean, it seems like this would be a thing for bigger cities to draw the most traffic, but lots of big cities already have Apple Stores, and wouldn't that glut the market? Or would they shut down smaller stores (like mall stores) to go for a bigger one?

It's unlikely that they would shut down smaller stores. The amount of thought that goes into the locations of Apple Stores is unbelievable. For example, the store at Cabot Circus in Bristol is exactly halfway down a strip of stores, at the centre of a natural curve, meaning the glowing Apple can be seen from any point along the strip. That took real effort.

I expect larger populations, like London and New York, will get these concept stores either solely for training or for purchasing Macs (if they're 'solely' for training, I'd imagine there's a limited amount of trading too, but not too much), so that the smaller stores have more room to do one or the other. It would make sense for the one large store to do training and the smaller, disparate stores to do trading, as that means you lose fewer sales.

Originally Posted by pscates2.0 That's very kind of you, and I appreciate the offer. But I haven't fit into a "small" anything since sixth grade or so. Depending on manufacturer/style, I'm in the L/XL/2XL category. I don't know if I could even get a small or medium over my big biscuit head.

I'll see if I can lay my hands on any larger ones. I grabbed a whole bagful before I left, so there might be some laying about. Will PM if I can find one!

Originally Posted by Eugene Sounds more like a public hangout type of outlet rather than a retail/merchandising location. Food service, loungy atmosphere, activities not related strictly to Apple or third-party products.

Food in the Apple Stores is something that has been looked at many times, too. Early versions of the Genius Bar gave waiting customers bottles of water, but the demand was so huge that it ended up costing too much. Also, bottled water and already broken electronics don't mix too well. I think the Chinese store also trialled a lounge setup with some big comfy seats and drinks.

Originally Posted by Eugene Less focus on making a periodic sale rather than making a loyalist that lives and breathes Apple.

That's what Apple wants to do. I heard a great story on my first day at Hanover Street about this Mac Specialist who spent 2 hours with a customer, talking him out of buying a Mac (budget issues IIRC.) No other company would encourage that. Apple knows that whether a customer is buying an iPod Sock or a Mac Pro, they should be treated the same way. This is a story Apple executives love to recount.

[psmith2.0]

Originally Posted by Eugene Sounds more like a public hangout type of outlet rather than a retail/merchandising location. Food service, loungy atmosphere, activities not related strictly to Apple or third-party products. Less focus on making a periodic sale rather than making a loyalist that lives and breathes Apple.

An Apple "lifestyle" joint?

I mentioned this back in 2001-2002 (at the old site), as these things were starting to pop up. I originally thought they'd have coffee and lounging areas and be more of a "hang-out". Demos and even "live performances" of people using Apple gear in music/recording (or, at the very least, little acoustic duos or someone tinkling away on a piano). Half retail/half hangout, as odd and impractical as that probably sounded.

After 8-9 years of sales and strong showings (and proof that the concept of a standalone Apple store is workable and successful), maybe they're in a position now to branch out a bit, and try some things like this.

I was just too early and eager in my wishes, jumping the gun.



Before they get too cute with everything, however (and start a major refurb process on all their 4,000 L.A and Bay Area locations ), I'd like them to perhaps consider a store in a few other markets? You know, just places with a major university and a fairly open, diverse population. Lots of families and people into photography and travel/sightseeing. A place where there are four distinct seasons (and activities to match them). A town with a major art museum and thriving art scene. A modest, but enthusiastic music scene, a renovated downtown/waterfront area with shopping, dining, retail, etc. An area steeped in history (American Indian, Civil War, early 20th century manufacturing and river commerce).

No, I don't know of a city like this. Not at all.

*whistle*

Hmmm...

[addison]

For you merchandise junkies, I know they just handed out some hats and a fleece blanket with the logo on it to employees around here. I forget what the occasion was though. I saw some t-shirts from the recently reopened Roosevelt Field store too.

[Wrao]

I will laugh more than a little bit if Apple successfully manages to enter the fashion world at all. I know that's not what the rumor is about so much. But, You kind of have to figure, you start with some nice clothes that have your logo prominently displayed, then you come out with something that doesn't, but is still desirable... and before you know it, we're wearing Apple Cologne and Apple sneakers.