I was interested to read the news that Apple have been given the go-ahead to open a huge 23000 sq ft. flagship store (their biggest ever) in Grand Central Station in New York City. Interested on several fronts…I live in the City, I spent 10 years commuting through Grand Central and like everyone in the branding business, I’m an avid Apple-watcher.

With my brand hat firmly on, I have a number of different reactions to the news. My biggest, and probably my only doubt about this new venture surrounds the targeting aspect of the store.

–True it will attract some of the thousands of tourists who descend on the iconic structure every day and instead of merely gaping at the beautiful ceilings and the exquisite architecture, they’ll now have time to combine this cultural moment with loading up on the latest, greatest Apple-stuff.

–But I am skeptical of the notion behind the MTA quote that this will “turbocharge Grand Central for the next generationâ€�. What does that mean? And just how many of the 25 year old commuters (if indeed they are the next gen) have the discretionary money to spend – although living at home in Westchester with the parents does free up the funds!

–I am also doubtful that the primary users of Grand Central, namely the hardcore commuters, who speed to and from the tracks on autopilot, will have time to browse. From my experience they barely have time to snatch a coffee or a bag of peanuts and the thought of browsing an Apple store would be enough to send many of them, literally, off the rails.

But despite these initial thoughts on targeting, I am quite certain that Apple knows what it is doing. And with the typical thoroughness with which they plan and execute these high profile store openings, I do believe that Grand Central will be another huge commercial success:

–I love the fact that Apple is prepared to invest in unconventional retail sites and this is all part of the brand-zag when others are busy brand-zigging. And it does reinforce the brands position as being intimately connected to the cultural context in which we live our lives.

–It will also make shopping for Apple products in New York easier, given the crowded and hectic experience that the much smaller Fifth Avenue store delivers.

–It also seems to me that only Apple could make a success of this, given its sector-leading retail productivity in sales per square foot. Who else could afford to digest that type of annual rent and still come out making more than a healthy profit, if that’s what the reported $5.0m annually represents?

At the end of the day, it’s a wonderful example of ’success breeding success’. And it’s perfectly consistent with the confident and invigorating attitude that characterizes much of what Apple does. And if anyone is capable of intercepting those frenzied commuters and providing a moment of calmness in their lives, then Apple can and Apple will. Maybe they’ll even offer free coffee and peanuts!!

Simon Williams