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New Apple Store
Helene DeLillo


New Apple Store
Helene DeLillo


New Apple Store
Helene DeLillo


New Apple Store
Helene DeLillo



Awesome! Amazing! The new Fifth Avenue Apple Store across from the Plaza Hotel and Central Park in New York City opens at 6:00 p.m., Friday, May 19th! Better get there early. People are already lining up. Apple will be giving away all kinds of prizes—including one MacBook every hour on the hour.

This retail environment is beautifully designed. As you approach the Plaza on Fifth Avenue between 59th and 58th streets, you see the Apple logo, encased in a 32-foot-tall glass cube structure. And what a centerpiece this is; the glass comes from all over the world—including Brooklyn ! The amazing glass circular elevator that takes you from the street level to the downstairs space is surrounded by a spiral glass staircase, a breathtaking use of space and light that's a "must see" for architects, photographers, designers, and anyone else who appreciates design. And now with the new MacBooks, we'll see financers and Wall Streeters.

Apple has outdone itself again. I can't resist going back tonight to see the glowing logo in the city lights on Fifth. The cube reminds me so much of the glass triangle on the plaza in Paris , which I enjoyed shooting during AppleExpo Paris a few years back! New York has a new "must see" attraction at the beginning of shoppers' avenue.

The new Apple store, open 24 hours a day, is staffed with Apple-trained employees. Over 5,000 people applied for jobs there, 1,000 interviewed, and 300 got the opportunity to build a career at Apple. (P.S. They had no idea where there were going to be working until a week ago.) There are 300 employees and 50 are implanted from Apple's SoHo store. A 45-foot Genius Bar is open and serving 24 hours a day. How many times I could have used this assistance at 3 in the morning for advertising jobs. . .The Studio will have creative professionals who can assist you with your work and your projects all day and night on a New Yorker's schedule. And if you don't want to carry your new MacBooks around with you, Apple will ship them to you.

The Apple retail environment is so pleasant, like going into my favorite shoe store (one of my other obsessions.) It's no wonder I just couldn't resist the stunning new black MacBook when I was at the SoHo store yesterday. If I'm a "pro." why didn't get a MacBook Pro? I already have a fully loaded PowerBook, but not one that's so sleek and small, with the new Intel chip. Watch for my review.

Helene DeLillo
Dancing Icon Studios
56 LIspenard Street
New York , New York 10013 USA
Studio 212-966-0580
www.dancingicon.com , www.helenedelillo.com


   







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