Apple opened its seventh Sydney store at 10am today. Staff were there from 9am and from outside the glass walls, it appeared the final hour was set aside for team and hype building exercises.
As with all Apple Store events, there was much cheering, high-fiving, and running around from the army of exceptionally pretty hipsters in bright blue Apple shirts before the doors opened. One of the more enthusiastic Family Room Specialists, jumping up and down in her diamante-encrusted gumboots, appeared to be having some sort of controlled nervous breakdown.
The queue of customers stretched around the top floor, an impressive feat. Who else but Apple could generate such excitement for a mall store opening? It took about 40 minutes from joining the queue to getting clapped in and being handed my commemorative T-shirt. I grabbed two t-shirts to give away on MacTalk, so if you’d like one, head over there and leave a comment.
The Apple Store is on the third floor of Broadway Shopping Centre. It’s just a few kilometres from the three-storey flagship Sydney store – but as Broadway is the unofficial shopping mall of Sydney’s Inner west, and with Sydney University just across the road, I’m sure it will always be busy.
The Broadway store will also help ease the waiting times at the Sydney store for Genius Bar appointments. Currently, the George St store can be booked up to 3 weeks in advance for iPhone appointments, with the next closest store at Bondi also heavily booked.
Broadway has another advantage, tonnes of free parking, making it an easier store to purchase or repair larger items, such as iMacs and Cinema Displays.
As an added bonus, the Apple Store Wi-Fi works in the food court on the floor below – so expect to see many of Glebe and Newtown’s students and backpackers hanging around for hours on end.
As for the store itself, well, it’s an Apple Store. It looks pretty much like every other Apple Mall store you’ve ever seen. Clean benches, shiny Apple products, and a row of Genii down the back. The store takes up the floor space of two or three standard mall stores, making it about the same size as Chadstone store if my memory is correct.
Click over to see a full gallery of photos is on imgur.