Regent Street Reconfigured For Crowds

The Regent Street (London) store instantly became the chain’s busiest when it opened in November, 2004, requiring an expansion to 28,000 square-feet in Spring, 2006 to accommodate the crowds of visitors. Now insiders say the store is once again being modified to handle the crush, but in more subtle ways. First, the downstairs display tables are being replaced overnight with smaller versions, allowing six tables in the space of four, creating more access to produccts. The work includes taking up portions of the stone floor so electrical connections can be installed. Next, upstairs wall counters with shelving that formerly displayed speakers have been replaced with no-shelf versions that display computers and Cinema Displays. This change adds three more Mac Pro computers to the store’s display, for a total of five, and acknowledges more interest in desktops solutions . Thirdly, the popularity of ProCare and One to One training at the store will be alleviated somewhat with new furniture for the Creative and Studio bars that will allow more seating. Lastly, Apple hopes to smooth the flow of visitors with the addition of a Concierge table in front of the upstairs glass elevator, where staffers will assist with Genius Bar reservations and directions. [photos]