“Sources tell us that Apple is seriously negotiating for the entire 12,500-foot building at 23 Wall St.,” Lois Weiss reports for The New York Post.
“Located at the iconic corner of Wall and Broad streets, the small granite building nicknamed “The Corner” was developed by the financier J.P. Morgan and, after its completion in 1914, served as J.P Morgan and Co.’s headquarters,” Weiss reports.
“It’s now an empty building connected to its tall residential and luxury condominium neighbor at 15 Broad St., which has an Hermes shop on the Broad Street side, facing the New York Stock Exchange,” Weiss reports.
“The building still bears some scars from a bomb hidden in a horse drawn carriage – that rocked Wall Street on Sept. 16, 1920,” Weiss reports. “While over $1 billion in gold sat inside the Assay Office across the street, the Morgan property at 23 Wall took the brunt of the noontime blast, which killed 30 people, and wounded hundreds more. Foreign terrorists were suspected, but the exact target was never identified.”
Weiss reports, “It has tremendous windows that we’re sure Apple CEO Steve Jobs will enjoy illuminating with neon Apple logos.”
Full article here.
[Thanks to MacDailyNews Reader “Citymark” for the heads up.]
Is this symbolic of Apple’s focus on the business market?
No. This is symbolic of Apples focus on the “elite” market.
This is a good thing. Would you rather the brand was associated with the home-less market. Like Dell?
lmao @ Geezer!
MW: “social” as in “Welcome to the Social!”
Even if Apple never sells a single unit from that store (not that that will happen), the mere presence of their logo on Wall St. will have an effect on the thinking of corporate America.
When a CEO asks their CIO/CTO “What about Apple?”, you know the underlings will jump to it.
Maybe they need the whole building for a corporate re-education center.
Neon Apple Signs?
Neon is tacky…glowing white is classy.
Droog.
What a waste of money. Apple has two large stores in NYC already so what’s the point of this location? Apple is far more wreckless and irresponsible when they’re doing well financially. They’re getting to comfortable and lazy.
Let’s see if the past repeats it self.
“”Sources tell us that Apple is seriously negotiating . . .”
Because in the past, Apple lawyers wore clown noses, made duck noises and farted constantly during negotiations. Lesson learned.
reckless or wreckless? I’d rather be wreckless.
“They’re getting to comfortable and lazy.”
I’ve been to comfortable. It’s quite plush.
I might get around to visiting lazy one day.
you clearly don’t live in nyc r_la. they actually have three huge stores. The last time I tried to see someone about my powercord being broken there was a week wait!!!! Now this and one on he upper west side seem to be in the works which would make us have five stores in nyc.
@R_LA
From all reports Apple is doing very with its investments in Stores. Apple is an icon and is tying many of its stores to iconic locations. Wall Street is America’s icon representing business. Anyone hearing a reference to “Apple’s Wall Street Store” will know EXACTLY where it is.
This is cool. Its like around the block from my job. Ultra convenient for moi.
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@R_LA: You know that form you fill out when you register a Mac? Apple uses that information to determine where their customers are. They also collect a great deal of data on the traffic in their stores and on things like wait times, and they use that information to determine where to open new stores.
Apple’s retail division is not staffed by stupid people. If they’re going to the trouble of building such a large store in a city that already has Apple stores, it’s because they are going to get a benefit from it — in this case, probably a good deal of visibility (it’s on Wall Street) and more convenient access from Brooklyn.
RLA is a troll…
david writes, “Now this and one on he upper west side seem to be in the works which would make us have five stores in nyc.”
Remind me again how many stores Dell and Microsoft have in New York City… Then again, what do they sell that’s worthwhile? Me, I’m still waiting for Apple to open a store in downtown Washington.
And now, stand by for the real news….
Ehem…
So that’s what Apple saving up their billions for.
Cool, I work at 14 Wall and this will be a great place to stop over anytime.
store pic
Pictures, please?
Schmenkee, amazing, you answered my question before I asked it!
Apple currently has three stores in NYC, and they are building one in Brooklyn right now. This 23 Wall Street rumor would be a fifth store.
Neon? I don’t think so. Glowing white or perhaps a polished aluminum logo with LED’s facing it’s center from the perimeter… Neon is far too cheesy for Apple.
I think it would be a wise move, as a precursor to expanded enterprise strategy. Especially when you consider the iPhone 2.0 will be far more enterprise friendly. Then perhaps a new Mac model or two designed for business use… The next few years will certainly be interesting.
“Neon? I don’t think so.”
Don’t blame the gas. Just because pawn shops and bail bonds outfits have come close to ruining the concept.
Neon art can be quite cool:
http://horschamp.blogspot.com/2006/02/neon-art-los-angeles.html
There’s a wonderful subtext to this. Sorry too complex to fully explain.
Look at the architecture, it really represents J P Morgan.
Who was J P Morgan?
Shame Apple doesn’t use the multicolored logo anymore, it would look just wicked over that doorway.
All you need to do is try and imagine the number of iPhones and Mac Book Airs they’ll sell out of this location. This area probably has the highest concentration of people with annual income over $800,000 per square mile in the entire US, and that includes Beverly Hills (there, it’s spread out, while in NYC, it’s stacked up high). These people congregate to this area daily and they also fan out daily for their lunch breaks. NY Stock Exchange is across the street from this place. Every major Wall Street player is no more than 4 minutes’ walk from there. If they pull this off, it will be the biggest money making retail location in Apple’s stable.
Now, if they could figure out a location on the Upper West Side, to capture all those NY-based Hollywood faces, as well as Columbia and Lincoln Centre people, that would really boost the meager NYC offerings. Three stores for a city this big aren’t nearly enough.