“Frankly, we weren’t sure what to expect when we pitched up in Brighton at the tail end of August for the opening of Apple’s 21st retail store in the UK,” Christopher Phin reports for TechRadar UK. “Of course we’d been to the opening of the first – the flagship Regent Street store in London – and had been caught up in the enthusiasm and excitement of staff and punters alike, but surely the fact that a shop is opening somewhere that already sells Apple kit is hardly something to get het up about?”
Phin reports, “Boy, were we wrong.”
Phin reports, “When we rocked up to the new store in Brighton’s Churchill Square shopping centre just after 8am, there was already a queue forming. (And while this isn’t in the same league as the camping-out-for-days-beforehand stunts that we’ve seen at the opening of, say, the Regent Street and Fifth Avenue stores, we were nevertheless impressed that as the store opened – and even half an hour after it did – the queue was easily a couple of hundred strong.)”
“And when the doors did open after an excited countdown, the staff, lined up inside the store on either side of the door, applauded wildly and high-fived the folks in the queue as they streamed into the shop. And for many this was no mere pilgrimage; within minutes of the store opening, people were walking out carrying iMacs, MacBooks and more,” Phin reports. “Through a strange alchemy of stellar products, peerless stage management and just a soupçon of wide-eyed cultism, there’s nothing quite like the opening of an Apple Store. See you at the next one?”
Full article here.