Slideshow> Apple Takes Bite of Grand Central

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Apple moves into the Lexington Avenue balcony overlooking Grand Central (Stoelker/AN).

Apple staff await customers on the balcony overlooking Grand Central (Stoelker/AN).

This morning Apple held a press preview of their new Grand Central store, which is set to open this Friday. The first impression of this glassless emporium, an anomaly for the company, is the respectful handling of the hallowed space. The store fills the space vacated by Metrazur restaurant, which wrapped around the Lexington Avenue side balcony. Apple’s showroom takes up half of the northern balcony as well. For Mac fans, the cleaned lined furnishings will be familiar, as are the various stations spread throughout the 23,000-square-foot space. The Genius Bar is still there, as are the iPad and iPod stations, laptops, accessories, and a professional yet casual staff of more than 300. Apple, aided by Bohlin Cywinski Jackson, took sight lines into consideration, as the only real hint that the store is there from the concourse are small strips of table lighting, and, of course, the company’s ubiquitous apple which hangs from a grand arch centered on the balcony. It could be argued that logo competes a bit with the world famous clock at the center of the terminal. But otherwise, the interventions appear considerate and reversible.

The store as seen from the concourse takes a delicate approach to advertising.

The store as seen from the concourse takes a delicate approach to advertising its presence.

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