Upscale Location Demands Expensive New Store

June 10, 2009

Locating an Apple store in one of the most affluent areas of the country demands a substantial investment, and that’s what the company is doing at the Americana Manhasset mall on Long Island (NY). Apple is spending several million dollars to demolish a former bank branch, and build a new all-steel structure for a 4,000 square-foot store just outside the existing boundary of the upscale mall. Apple’s investment in the midst of an economic downturn is justified. The outdoor stores along Northern Boulevard mirror those of other high-profile malls, including Burberry, Cartier, Coach, Louis Vuitton, Lacoste and Dior. In addition, the area’s average household income is $125,000, among the 10 highest incomes for any existing Apple store location.

The former Astoria Federal Savings and Loan building that Apple had demolished was built in the 1970s, part of a complex of buildings at 1900 Northern Blvd.

According to Nassau County tax records, the “market value” of the property as of Jan. 2, 2009 is $11.2 million.

According to town records, on May 20th Apple filed an appeal of a limitation on the size of an sign on the outside wall of the future store. According to zoning requirements, any sign on an exterior wall that faces a public street, “shall not exceed 4½ feet in vertical measurement or two square feet per linear foot of wall width.”

Any sign on the building wall that faces a parking area, “shall not exceed two feet in vertical measurement or one square foot per linear foot of wall width, but in no case shall exceed 24 square feet in area.”

It’s not clear which of the two limitations Apple is appealing, or how large a sign they have proposed. Typically, Apple’s white, back-lit logo is much larger than two feet high, although usually not more than 24 square-feet in area.

Thanks to Harold in NY for these photos of the construction in the first week of June.

The store is set back from Northern Ave., along a frontage road, at the intersection of a roadway that enters the shopping mall complex.

The Apple space is located next to the bargain clothing store Daffy's.

The design of the store resembles the new Bethesda Row (Md.) store--an wide and open steel structure. Notice the Shawmut Design and Construction sign hanging on the barricade fence--they are Apple's construction partner for stores.

View a panoramic photo of the strip-mall, with the former bank building indicated, where Apple is now constructing its new store.

The future Apple store is circled, with the existing mall to the east (right)

The future Apple store is circled, with the existing mall to the east (right). In front of the future store is a frontage road and Northern Blvd. Behind the store is a large parking lot. Apple is just outside (west) of the existing mall.

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{ 14 comments… read them below or add one }

HM June 10, 2009 at 0713

They might consider buying out Daffy’s if they’re really concerned about comical juxtapositions.

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Joe June 10, 2009 at 0805

You have to think that Daffy’s will be gone by the time Apple opens. There’s no way in hell they would open up with that joke of a storefront right next to them.

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ZoetMB June 12, 2009 at 1859

That strip of stores where Apple is opening is a “weak spot” of the mall. The prime spots are on the other side. I can’t believe that the supposed value of the property where Apple is building is worth $11 million.

I agree that being right next to Daffy’s kind of sullies Apple’s image. What’s so upscale about Daffy’s?

I also don’t understand why Apple persists in completely knocking down current construction. It seems very inefficient. They’re doing the same thing in the new store location at Lincoln Center. Seems to me they could have kept the steelwork and still built whatever kind of store environment they wanted.

While the stores have been successful for Apple, if you read the stats, they don’t actually sell that many units per day. Seems to me it would take years for Apple to pay back construction costs, never mind high per sq ft rental costs.

I don’t know if any retailer has gone out of business at this particular mall, although I have seen a lot of changes lately, but Northern Blvd. is starting to look like it did during the recession of the 1980s (?). Lots of empty stores and I think there will be more to come. Back then, Northern Blvd looked really, really bad. I found it amazing when it “came back”.

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Jesse June 14, 2009 at 1150

Zoet – I completely agree and I really cannot believe that this is where they are opening the store. Unless Apple knows about any changes that could be potentially happening before they open, this seems like a not so great location. The “high end” stores are completely separate from this little strip. The two strips are not connected by any means.

Hopefully Apple will come up with a flashy design to attract people to the store, or else I think they will be highly disappointed. However, it will be some much nicer going to a store without having to deal with the overcrowded malls like Roosevelt Field, Walt Whitman, and Smith Haven. I have always said that Long Island was way over due for additional Apple stores!

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Betty Koyle June 14, 2009 at 1558

I think not being in the actual strip of stores is going to be a shame

I think business will be less unless its some really flashy attention grapping store

Daffys is a low income store

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Steven Rosenblum June 16, 2009 at 2101

This article is a little false. This part where the apple store is being built is not really the Americana Manhasset. All the stores to the right of Ralph Lauren are all another shopping center not the Americana. Like someone said before, this area does not really have that many people that pass by it like the other end of the mall. I could definately see that this property is 11 million because I’ve heard that the prices to rent in the Americana are astronomical. Im disappointed that they are building it where they are, its not as nice as the other side, maybe daffys can leave and they build a better store next to Apple.

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Jim June 18, 2009 at 0948

This has got to be a candidate for the trashiest neighborhood Apple’s ever built in!

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Steven Rosenblum June 18, 2009 at 1044

This is a joke right? Other that this tiny little part where the store is going to be the area is beautiful. Amazing stores and nice houses surround it.

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Joe June 18, 2009 at 2038

Apple must know what’s coming for that area of the mall. When they moved into Smith Haven a few years ago, the mall was truly trashy with many empty storefronts. Soon after they moved in, the mall did a $70M renovation, putting Apple in the middle of the Lifestyle wing right near an outside courtyard with outward-facing stores, a huge B&N and Dick’s Sporting Goods.

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Sullicantsucks June 22, 2009 at 1637

This store will look exactly like the scottsdale store. Notice the two side columns, and wide storefront opening. As for the trashiest location, hardly. Just because the entrance to the malls parking lot splits apple from the super high end stores doesn’t make it “no a part of the mall” its probably a good thing. Apple now has its very own parking lot.

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Jesse June 25, 2009 at 0748

This location will definitely NOT be the “trashiest neighborhood” that Apple has built in. Manhasset is probably one of the nicest areas on Long Island. Even though Apple isn’t right in the Americana, the entire area is still very nice.

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scott aguiar November 16, 2009 at 1233

Apple, in my opinion happens to be one of the very few retailers that are a destination. People will go to it no matter where it is if they are looking for an apple store. It’s kind of like if your looking for a Border’s or Dick’s Sporting Good’s, you go there because you intended to and not as a place to browse such as a shopping center or a mall. Look how out of the way the 14th Street store is in NYC and it is always packed.

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JT April 26, 2010 at 0359

So, given the jewish lightning which occurred early Monday morning, 4/26/10 let’s see how much damage the apple store incurred, and then what transpires with the rebuild of Daffy’s (OR NOT!)

Finally, seems like Daffy’s had one RED HOT SALE! Unlike the terminator, I don’t think they’ll be back.

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Madagascar327 April 27, 2011 at 2040

And yes they are back….. THANK GOD!!!..We missed Daffy’s!!!!! ..guess one would say insert foot in mouth huh JT?! Daffy’s is and was well missed …so I guess they are back…To stay (hopefully)!!!!!
Jewish lightening ???? real fires do exist…. Maybe you should stick to “not predicting” You obviously are not quite adept at it….

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