I didn’t know that Apple’s retail website points out that the Soho and Fifth Avenue stores have different focuses:
The Apple Store, Fifth Avenue, is the destination for creative or technical help when you need it. If you’re looking for special events and workshops, the Apple Store, SoHo, with its new state-of-the-art theater is the place to go. Enjoy both Apple Stores.
I haven’t gone to the Fifth Avenue store very many times, but I don’t like nearly as much as the Soho one. Part of that may have little to do with the store itself. I live closer to Soho and I like the neighborhood better, which I’m much more familiar with since I lived for a year on Sullivan between Spring and Prince. Perhaps I have a better understanding of the Apple Store’s role in Soho than uptown, it’s homier to me.
Fifth Avenue, while it looks nice from the outside, seems much more claustrophobic on the inside. I had the sense, the last time I was there, that I was witnessing and part of something that is ubiquitous here, a noisy hoard of half tourists, all of them mostly engaged in their own processes, but taking note of something and amazed by it. And that subterranean space, much more so than Soho, bottles up the energy, so that the chaos is compressed. This detracts from the levity and flow that the design might otherwise afford a visitor.
Fifth Avenue’s access, down the translucent spiral steps, is also in keeping with the annoy you by replicating the beehive effect that is already all around you. Whereas Soho’s entrance is straightforward and direct, moving in and upward, Fifth Avenue’s is curve, cluttered and cramped. It’s reminiscent of nearly any ascent from a subway station, where you are transiently half-fixating on the legs, butt, and or back of whoever happens to be in front of you. And with Fifth Avenue, just as in those stations, I’m impatiently trying to bypass these people and get on to the next place, without causing myself or anyone else to fall down.