Temporary SoHo Retail Store Showcases Rustic Look

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Apple has closed New York City's first Apple Store, SoHo, at 103 Prince Street for renovations, and opened a temporary store nearby at 72 Greene Street. The store, while "temporary", has the same look-and-feel of an Apple Store, with Covent Garden-style exposed brick and HVAC.

These pictures, published by Racked, show the inside of the store which is very busy, typical for an Apple Store. Racked has several more pictures of the store as well.

Beyond the cast iron portal, the crowd was thick, huddled around signature blond tables showing Apple's array of electronic goodies. Thoughts of chewy candy were erased, replaced by a deep desire for things digital. The look of this new emporium, where Apple fiends can get their jones on while the main store on Prince Street is remade, is raw and rustic. Imagine a very, very clean warehouse with lots of friendly spirits decked out in identical blue shirts.

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Apple hasn't specified how long the SoHo store will remain closed, but with a full-featured Genius Bar and plenty of products on display, the temporary store looks capable of taking care of Apple's customers.

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Top Rated Comments

GenesisJLS Avatar
166 months ago
It's funny that Apple's 'temporary store' looks more elegant than 90% of other retail stores
Score: 6 Votes (Like | Disagree)
eyhk Avatar
166 months ago
...with lots of friendly spirits decked out in identical blue shirts

I don't know where he got this though. In the first pic, there are maybe two blues visible within the huge crowd and only one in the second pic, which seems pretty consistent to what I experience at an Apple Store. They are all usually busy talking to somebody wondering which Mac to buy, while I walk around in despair trying desperately to get eye contact with one of them to let me purchase my stupid iPhone case and get the hell out of there. Don't get me wrong, I love their products and their store and I go visit every time I pass by, but FOR THE LOVE OF ALL THINGS WELL DESIGNED, just give me a frickin place to stand in line so I can stop all this guesswork and rude interrupting.
Score: 5 Votes (Like | Disagree)
OrangeSVTguy Avatar
166 months ago
This the new look Apple is going for? Maybe this "temporary" relocation is just a test to see how customers feel about the new atmosphere?
Score: 3 Votes (Like | Disagree)
rdowns Avatar
166 months ago
Wait...busy? Typical for an Apple store? Ah..I don't know about that. Been at a few stores that weren't that busy. Don't think busy is typical.

Certainly not the case in Apple's 9 stores in NYC and Long Island.
Score: 2 Votes (Like | Disagree)
3N16MA Avatar
166 months ago
I like the exposed brick. The colour and texture give the store a warm feel.
Score: 2 Votes (Like | Disagree)
ChristianVirtual Avatar
166 months ago
I like those bricked walls. Different textures everywhere on the wall. Much better compared with the boaring white paper walls in my life.
Score: 2 Votes (Like | Disagree)