It shows clips of various Apple products in a loop, and is pretty damn impressive. In it’s place is a giant video screen, rumored to cost over $1 million. This is a change that I’ve heard praised from Geniuses all over the country, and as much as I’ll miss the Bar I stood behind so many years go, I respect this change. Technicians can now sit down with their customers and work together, instead of having the Bar as a barrier between them. While the back of the old Memphis store housed the Genius Bar - and a theatre before that - Genius appointments now take place at the tables on the sales floor. Likewise, the headphones rest on wooden spheres, and their audio cables auto-retract into the cavity behind the panel when a shopper is done trying them on: I immediately thought of a safety deposit box when I saw it. If a visitor wants to buy a dark blue iPhone case, the clerk simply pulls on the sample case that’s visible on the wall, sliding open a drawer full of products for sale. These bays can be changed out independently of each other, and can house anything from products to video screens to even live plants. Here in Memphis, one Avenue held cases for the iPhone and iPad, while the other was dedicated to Watch and audio accessories: Products are still displayed on large wooden tables, but they’re now laid out in a large grid:ĭown each side of the store is what’s called an “Avenue.” The idea is to allow visitors to “window shop” select accessories and smaller items, like iPods. Inside, the store has familiar elements, but they’re put together in some new and interesting ways. The effect is rather impressive it’s hard to tell where the store ends and the sidewalk outside begins. space is more or less just giant sheets of glass, allowing sunlight to pour into the store: I decided to hang out with some local Apple fans at the opening event, and check out the new store.Īs shown in the renderings, the front of the 4,000-square ft. As previously reported, Memphis’ Apple Store was set to move across the street from its original location into a brand-new space that is among the first of its kind here in the United States.
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