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