Apple to Renovate Iconic Fifth Avenue Store, Temporarily Relocate to FAO Schwarz Building

[John.B]

I've never been to the SF Union Square store. (I haven't been to SF in more than a decade.)

But I recall all the controversy over the design of the Apple store, and the fact that it might destroy a piece of public art. Apple redesigned the store to address the controversy.

That wasn't all that long ago. Why are they moving the store now?

As was pointed out earlier, the current store is on Stockton at Ellis, almost adjacent to Market and 4th. The new store is being built across the street from Union Square, on Post at Stockton, three blocks to the north.

FWIW, the fountain in question was originally going to be moved (not destroyed):

Since then the plans were changed to preserve most of the plaza -- including the fountain:

Daniel Eran Dilger at AI did did a great writeup on the subject including pictures, aerial shots, maps, etc.:

Apple's new Union Square store will not even reach fountain of controversy - AppleInsider.com

 

[StuddedLeather]

Funny. Reason is to handle increased foot traffic? Most Apple stores are a few tables of products and a lot of empty space so I can only imagine the new renovation will be an empty box and a VR helmet?

There's nothing funny about this particular renovation though. Everyone knows the NYC stores are always overcrowded with practically no room. Especially the 5th Ave store. Sure the city has about 7 Apple stores but there is another in the works for Brooklyn (Williamsburg to be exact). This location will also be overcrowded with people (save the hipster jokes because they can no longer afford Williamsburg anymore lol) but Apple loves this sort of stuff anyway.

Keep in mind this is New York we're taking about. It wold probably be funny/Ironic if we we're talking about Kansas or somewhere else.

 

[Chupa Chupa]

Nope. Toys R Us used to be THE place. Once the toy makers agreed to sell through Walmart and Target at discounted prices, the toy stores were doomed.

Nope! I worked at TRU in high school back in the early 80s so I well understand what TRU used to be since there probably wasn't an aisle I didn't stock, a bike I didn't have to lift back on the showroom rack, a stroller I didn't know the SKU of. Even back in the 80s when TRU was at it's peak "discount" stores like Target existed with toy departments. It's not a new phenomena.

But TRU and Lionel Playworld, TRU's biggest competitor, thrived back then selling at full price because kids loved toys, board games, action figures, playsets back then and they had a huge selection unlike the discount stores like Target which had a few aisles. But something happened in the late 90s early 00s. That generation just were not turned on by traditional toys. Suddenly stores like Lionel and TRU were saddled with their warehouse sized stores with fewer customers interested in on a fraction of what they had to sell.

That is how stores like Walmart and Target took over in toys. Toys by 2000 were no longer a shopping destination but rather something to pick up while shopping. And because consumers didn't demand a big selection, but rather only the "hottest" items it let the department stores excel here while the "we have every toy in the universe" stores like Lionel went Chapter 7 and TRU went 11. It had zero to do with pricing but rather changing consumer tastes and the big toy stores didn't change fast enough.

 

[AlecZ]

I went to the amazing NYC Fifth Avenue Apple store once. Never have I seen so many people in one store, and I don't mean per square foot. I think there were more people in there than in Costco on a busy day. It was so packed that there was a line just to enter, and I could hardly move while inside.

 

[AlecZ]

Actually, the store is overrated. Getting downstairs is a pain (too many people, crappy curved stair case), once inside, it's just a big Apple store with way too many tourists in it. Seriously, take a photo of the cube and spend more time in Central Park.

Yeah, that's what I gathered while I was there. The cube was awesome, but I only glanced inside to see what it was like before leaving. I don't know why anyone would go there to actually try and buy things.

 

[newyorkguy]

too much vapor in this hot Apple business

 

[kds1]

I've played with lots of phones in many Apple stores and not once did I ever see one that was activated on a carrier.

Is this a new thing? It seems odd Apple would pay for plans for display phones.

It is not new. I done it myself in both NYC and SF.

 

[dpace32]

Does anyone know if the new location is open again or are they still in the temp spot? Thank you

 

[WildCowboy]

The Fifth Avenue Apple Store is still in its usual location under the glass cube. FAO Schwarz just closed a month ago, so it needs to be renovated a bit before Apple moves into it as temp space.

 

[kazmac]

I wish they'd change the spiral stair cases here and at 14th, I just do not feel safe (and I do not wear heels etc.) It's worse when there's too many people in the store. When I stopped by 5th Avenue early Tuesday morning they had the nerve to be cleaning the elevator.

Not too crazy with the new lay out of the 5th avenue store either; far fewer iMacs, tons of laptops and iDevices. That made me ... I know it is where Apple is going, but I am not ready to ditch desktops just yet.

 

[PinkyMacGodess]

I wish they'd change the spiral stair cases here and at 14th, I just do not feel safe (and I do not wear heels etc.) It's worse when there's too many people in the store. When I stopped by 5th Avenue early Tuesday morning they had the nerve to be cleaning the elevator.

Not too crazy with the new lay out of the 5th avenue store either; far fewer iMacs, tons of laptops and iDevices. That made me ... I know it is where Apple is going, but I am not ready to ditch desktops just yet.

When I was at the Chicago store, I thought I could almost see cracks in the treads where the attachments are. I like the spring in the threads when you walk on them, but... Well, It could have been an optical illusion, or something...