Apple launched its new retail location in New York‘s historic Grand Central Terminal on Friday, exactly at 10 a.m. as promised. The 23,000-square-foot store, located at 45 Grand Central Terminal, is one of the biggest Apple Stores yet, and the second largest in the world after the company’s 25,000 square-foot Regent Street location in London.
First of all, the new Apple Store is located in the former home of Metrazur, the restaurant owned by renowned chef Charlie Palmer, located in the Northeast corner of Grand Central. The store stretches across the balcony level overlooking the main concourse, but manages to avoid the ticketing area and train terminals. Commuters and travelers will likely bump elbows with some people on their way to the Apple Store, but the store’s physical location ensures that lines for Apple and lines for trains stay separate.
“In the Personal Setup room, customers who buy an iPad,iPhoneiPod or Mac can get up and running before they leave the store. There’s also a room designed especially for Personal Training, where new Mac owners can learn the basics or take their skills to the next level as part of Apple’s popular $99 One to One program.”
Apple has typically left its customer care areas, such as the Genius Bar, far away from the cash registers and product viewing areas, but giving dedicated rooms for these services ought to give more room for both the customers and the clients.
Apple signed 10-year lease with the MTA, which will cost the company about $800,000 per year, almost $500,000 more than the rent paid by the former occupant of the space Metrazur. (Apple also paid Metrazur $5 million to vacate the location early.) The cost of the location is balanced out by the fact that Apple does not need to share any revenue with the MTA; also, between the train station’s heavy foot traffic and Apple’s global prominence, the Grand Central location could very well be the company’s anchor retail store.