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NYC SoHo store re-opens to huge throngs

updated 09:00 pm EDT, Sat July 14, 2012

Revamp features larger theatre, new 'Briefing Room'

The New York SoHo store that closed nearly a year ago for renovation finally celebrated its grand re-opening, featuring a complete re-design and larger space that drew large crowds and line-ups as is customary for new store openings. AppleInsider staff grabbed pictures and video of the revamped store, which now offers a new theatre for events and workshops, and New York's first "Briefing Room" a special meeting place for business customers.

Part of the attraction of the new opening was the lure of getting a free commemorative t-shirt, which was given to the first 3,000 people. During the renovation period, Apple opened a $1.4 million "replacement" store in the same neighborhood at 72 Greene Street. The SoHo store was originally opened in July 2002, and was the first store to feature the now-signature all-glass staircase, but was considered too small for its steady influx of visitors and quickly eclipsed by the later, flagship Fifth Avenue store.

Apple solved the space issue by taking over the ground and second floor of the property behind the existing SoHo store and building a connection between the two. According to architectural plans, the company is also using the cellar as well as part of the second floor of the adjoining property (which was formerly a US Post Office) for storage and offices. The other three floors of the former post office are not expected to be used by Apple.

The new store, in addition to having more room overall, features an expanded Genius Bar that is now capable of handling more appointments, along with the expanded theater. The Greene Street location has now been closed. Photos and a video from the opening are below. [via AppleInsider]








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