Filed under: Retail
Georgetown Apple Store to move forward after redesign is approved
ifoAppleStore has an update on the battle between Apple and Washington D.C. Advisory Neighborhood Commission: A new design for the Georgetown Apple Store is close to approval, and includes a subtle Apple logo and trees growing inside the building.
The ANC's objections, ranging from rejecting an all-glass storefront to requiring a two-story masonry facade had been the reason for so many design submissions from Apple. While Apple wanted to maintain consistency among all its stores, the ANC wanted to make sure the Apple Store fit in with the other, older buildings on that street.
Most interestingly is the rear 20 feet of the store: It has a higher ceiling and skylights to accommodate two living trees inside the building.
This isn't the final design, however: The ANC is requesting additional minor changes, and has wondered aloud why there isn't an actual second story behind the two-story facade. Even so, locals suggest the plan is likely to be approved today. If it is, the store will likely open in 2010.
In other retail store news, MacNN notes that stores are planned or in progress for:
- Churchill Square in Brighton, UK
- Rideau Centre in Ottawa, ON, Canada
- Hamburg, Germany (Thanks, Steffen!)
- and Greensboro, NC, which we mentioned in July.
[Via MacNN.]
Update: Commenters Brad and Chris noted that in a meeting last night, the Georgetown board rejected Apple's plans even after the ANC approved them. So much for that. Thanks, guys!
![TUAW [Cafepress]](http://www.blogsmithmedia.com/www.tuaw.com/media/tuaw-cafepress-promo.png)
Reader Comments (Page 1 of 1)
Beanie said 2:13PM on 2-05-2009
Ugh! I think everyone who lives in DC can agree with me that this is the worst location, not going to attract anyone but tourists and rich trust fund kids in Georgetown. There's not even metro access near that store! Not to mention that there is the Bethesda Apple Store that is 5 miles away which is moving into a whole new location in a couple months! Metro access there too!
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Le Big Mac said 2:19PM on 2-05-2009
What do you mean by "worst"? is it convenient? No, because parking's a hassle and there's no Metro.
But from Apple's marketing perspective, tons of foot traffic will come through, and that's a large point of the stores.
If I need to buy something quickly, yes, I'm headed to Tyson's, Pentagon City, or Bethesda.
Beanie said 2:24PM on 2-05-2009
It's the worst location for their first DC store, is what I am saying. I know all about the requirements for choosing locations for Apple Stores and there are plenty of other places that would've been more convenient. How bout Dupont or Downtown?, heck open up a mini store on the Hill. The demographics are there, trust me.
dailyrorschach said 2:17PM on 2-05-2009
Actually ANC approval is not the last hurdle by a long shot. The much more arduous approval comes next before the Old Georgetown Board after the ANC process. The DC Mayor's office has actually offered their support to help prepare Apple for the meeting.
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Le Big Mac said 4:48PM on 2-05-2009
Indeed, and they apparently rejected it again today.
Le Big Mac said 2:17PM on 2-05-2009
Frickin' DC bureaucracy. The hoops Apple has had to jump through for this have been ridiculous. Georgetown is now basically an outdoor mall, so there's really not much point to holding up this one store. There are tons that fit into the corporate image of whatever store it is, with minor adjustments for the brick Georgian style of the area.
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Tony Bowman said 2:55PM on 2-05-2009
Fuck Georgetown. That place is the Paris Hilton of places to visit.
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Chris said 3:12PM on 2-05-2009
Keep up to date TUAW. Georgetown Board said no once again today.
http://www.washingtonpost.com/wp-dyn/content/article/2009/02/05/AR2009020501880.html?wprss=rss_metro
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Robert Palmer said 3:44PM on 2-05-2009
Thanks, Chris, I've updated the story.
THJ said 3:24PM on 2-05-2009
The ANCs have more power than Jesus.
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Matthew said 3:30PM on 2-05-2009
“At Thursday's hearing, Stephen J. Vanze, an Old Georgetown Board member, told Apple's representatives that he was feeling pressure at home to approve Apple's plans.
"My daughter said, 'We better get an Apple store in Georgetown,' and I better make her happy," he said.”
Excellent quote.
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Sarah said 3:53PM on 2-05-2009
"Ugh! I think everyone who lives in DC can agree with me that this is the worst location, not going to attract anyone but tourists and rich trust fund kids in Georgetown. There's not even metro access near that store! Not to mention that there is the Bethesda Apple Store that is 5 miles away which is moving into a whole new location in a couple months! Metro access there too!"
It's not a bad location at all: those "rich trust fund" kids at Georgetown constitute Apple's market. There's metro access at other stores in Clarendon and Pentagon City, if the peasants need to buy a computer.
But srsly, Georgetown is the most prestigious retail location in DC. Get over your inferiority complex (yes, even poor kids attend Georgetown; they have a great FinAid program), and just accept the fact that apple does what it does to get money.
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Scott said 3:54PM on 2-05-2009
I agree that Georgetown is an awful location for people who actually want to go to the store to buy stuff or get stuff repaired. The only thing it's good for is window-shopping foot traffic. It's not there for practical shoppers and Apple users; it's there to be yet another "boutique".
And the other rejected designs were MUCH better and more Apple Store-like. The Georgetown architecture Nazis want it to look like everything else.
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Scott said 3:56PM on 2-05-2009
...And I live in DC, and do all my shopping in DC, but "my" Apple store is in Clarendon. Easy Metro access, full-size store.
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JOkazaki said 8:32PM on 2-05-2009
I agree with other comments, this is a bad move on Apple's part. With quite a few other stores in the area with a lot better commuter access I don't see a store in Georgetown being that profitable. I can't wait for the new Bethesda store, their current one is very small. Although I tent to go down to the Pentagon City location anyway.
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wako said 1:02AM on 2-06-2009
When i worked at the Bethesda Row store we ALWAYS got questions of why we didnt have a store in Georgetown. Seemed like a good place to put it in my opinion.
And quite honestly, Apple Stores are use to the "window shopping" customers. The ones in the malls can go for hours or days on end without a single computer purchase. Bethesda Row store has a lot of international "window shoppers" from NIH.
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