Melbourne’s third Apple Store opens

Dave Bullard
13 August, 2011
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Apple’s newest store opened to great fanfare this morning at Melbourne’s Westfield Southland shopping centre, in the south-eastern suburb of Cheltenham.

About 200 eager Apple fans lined up for the 10am opening – being treated to the usual spectacle of super-cheerful, blue-shirted Apple staff running down the queue while hooting, yelling and high-fiving – before being admitted to the store and receiving a free T-shirt.

These store-opening T-shirts are much sought-after by the Apple faithful, as they’re the only Apple-branded apparel available outside the company’s Company Store in Cupertino, California.

The new store is at 2008-2010, located on Southland’s second level on the bridge over the Nepean Highway. It’s an excellent location, being in among the posh, designer shops and close to Myer.

The Apple Store is the 12th to open in Australia and, as expected, follows exactly the same design brief as every other store – glass and white paint offset by blonde Scandinavian wood tables.

The ceilings at Southland are not terribly high, but the Apple design gives a feeling of far more space than there really is, making the store very inviting and comfortable.

Apple’s hero products – Macs, iPads, iPhones and iPods – sit atop the tables and the more niche products, accessories and peripherals line some of the walls. A small section of wall space is dedicated to third-party products.

If the store is in your vicinity, have a look at Apple’s Southland web page for more information and to make reservations for the Genius Bar, One to One sessions, workshops, Youth Programs and Apple Camps.

Registration for the latter – a three-day movie-making workshop for kids aged 8-12 – opens on Monday (15 August).

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