Proof: W. 34th Street Location Is Dead

August 12, 2009

Speculation about construction of a look-alike Apple building at 21-25 West 34th Street (NYC) can be put to rest–it will not be an Apple store. The exterior of the two-story structure is forming up, consisting of silver-colored metal and large windows. However, several key indicators provide proof that–for now–it will not be an Apple store. First, the unfinished exterior of the building is completely in public view, which Apple never allows for its own stores. Second, the architecture of the building is completely unlike any other street-level store that Apple has opened. Lastly, public documents filed with the city provide a better explanation of why this building is taking shape. According to tax documents, Apple signed a 15-year lease on the 75-foot wide space in November 2005, with an option for an additional five years. The lease stipulates that Apple must construct at least a two-story building on the 7,200 square-foot property. As first confirmed by others in January 2007, Apple later decided not to pursue the location for a retail store, allegedly because of the “third-rate tourist merchants” along 34th Street, according to one retail broker. It’s not possible to tell if the structure of the building has been constructed to allow future conversion to one of Apple’s own stores.

Notice the metal covering and the large windows–sorta like Apple.

The design, size and proportions of the exterior is completely different from Apple’s standard design. And even more to the point, all the construction is completely visible to passersby, something the company would never allow for one of its own stores.

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{ 8 comments… read them below or add one }

Brian Kaempen August 12, 2009 at 2301

SO not Apple. The whole facade would be pure glass, and with that, no window frames. Very blah design overall. It’s trying to be modern, but modern on the cheap. Apple goes all-out, not this lame attempt.

-Brian

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Mark Wilson August 13, 2009 at 0429

Yes, this is totally lame. No imagination, no originality, no taste. I know, It must be a Microsoft store.

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Digital Mercenary August 13, 2009 at 1104

Maybe they are going to sub-lease it to Microsoft for one of their stores! It would be perfect for them, an imperfect imitation of an Apple store.

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Faye Barth August 13, 2009 at 1735

Yes, and it doesn’t make sense to open another store in midtown/downtown, what with two other Apple stores nearby … one within walking distance(west 14 st), and the other (Soho) a few subway stops away. The uptown (5th ave) store isn’t all that far, either.

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Adam August 13, 2009 at 2233

Funny enough, there are new job postings on the Apple careers site for NY retail positions, but they aren’t listed under the current stores, but just as ‘New York City’.

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Cedric Brown August 17, 2009 at 1805

Not to mention the upper westside (where most of the rich folks are) location in what was a Victoria’s Secret, a location virtually around the corner from 5th Ave still is on the possibles list. Also if I’m wrong on this, come to my rescue Gary, the Wall Street location still has at least a slight pulse. But everyone please remember that one doesn’t get from anywhere to anywhere very quickly in The Big Apple.

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Gary Allen August 18, 2009 at 2100

Cedric – I’ve been monitoring the building permits for the Wall Street building, but so far nothing has appeared that looks like Apple. But I don’t think this is a ‘dead’ location yet. Perhaps it’s just delayed.

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Marty Brooks August 25, 2009 at 1222

I can’t see Wall Street being a good location for an Apple store. It’s dead at night and on weekends and J&R is right nearby anyway. It does attract some tourists though.

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