This store in Sheffield, UK had the launch organised really well. The Apple store was next to two double doors that they opened up, one side was Reservations, the other was Purchases. It was a big long a/c corridor with both sides cordoned off. We were given free Starbucks coffee and biscuits, mini-donuts, chocolate fudge brownies and water etc. Made the 3 hours queueing totally worth it. The o2 store was opposite the Apple store and you should have seen some of their faces when we kept getting free food lol!