Apple is breaking the bank ... literally.
Calculating each and every step it takes, Apple has restored the old U.S. Mortgage & Trust bank as its newest location on New York City's Upper East Side. According to the Associated Press, Apple rejuvenated the bank's long-gone luster by restoring marble floors, reproducing original chandeliers, and get this — transforming the bank's vault into a VIP showroom. Anything to stand out against other retailers and ensure that Apple remains unique, a 1-of-1 company.
Apple's glass-cube flagship Fifth Avenue store already stands out. This one, on the opposite Upper East Side, has to stand out as well, right?
Angela Ahrendts, Apple's senior vice president, told the AP that the tech company will continue to push the envelope on the look of its stores — just as it does with itsr products. Aesthetics matter!
"It's no different than every customer downloads different apps and customizes their phones differently," Ahrendts said.
"The cube works brilliantly on Fifth Avenue and has been one of the most iconic sites," she added. "But that works there. That wouldn't work everywhere."
Aside from a simple black flag with a white Apple logo on it, hanging outside, the new Upper East Side store is unassuming ... on the outside. The inside, by contrast, comes alive with the grandeur of the restored old bank. The six chandeliers were reproduced — matching old photographs that once hung in the bank. And the vault is still equipped with a solid steel door that stands behind metal bars. When opened, though, it's a beautiful VIP room.
Many stereotypically snooty Upper East Siders complained about the grand opening of the store Saturday. In a recent CBS news clip, they expressed concern that it could possibly change the dynamic of the quaint neighborhood — but they should embrace it. Apple has managed to modernize the space while keeping the integrity of the old bank's look.
According to the AP report, the Upper East Side store will be Apple's 266th store in the U.S. and seventh in New York City.
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