I must admit, I know very little about the Mac world. I'm willing to cede that they are probably the better machines, but I'm only basing that on the opinion of smart friends, not personal experience. Anyone whose ever seen me try to navigate around a Mac desktop will attest to the fact that I can probably speak French better than I can operate a Mac. Strangely though, this doesn't mean that I wasn't excited by the prospect of a flagship Apple store for downtown Toronto!
From my travels to London, England and...ummm....
Yorkdale Mall...and yah, from
internet pictures too, I've always found Apple stores to be high on design, high on accessibility, high on friendliness and just general darn good places to experience "retail" for all its glory. Moreover, in major cities (like the San Francisco store pictured
here) Apple has always set-up shop on prominent downtown streets where a real presence on the urban landscape has been made. While a retailer making a major presence isn't always a good thing, in Apple's case they've always seemed to do it tastefully and in such a way that their large windows looking into their busy stores symbiotically interact well with the bustling streetscape passing by on the other side.
Apple's tech-savvy followers which include many musicians, graphic designers, film-makers, artists and such are all decidedly urban creatures. Which is why it is with both confusion and regret that I found out today that Toronto's Apple flagship store is going to be situated inside the south end of the
Toronto Eaton Centre with no street presence whatsoever. While the extenda-galleria that is the Eaton Centre is arguably one of the best quasi-public spaces in the world, it still isn't very urban and just doesn't seem to mesh in my mind with who I think of as the typical Mac consumer and where they like to shop. Moreover, it doesn't do much for the image of Toronto as a strong city for street-based retail (which it isn't, but perhaps was getting slightly better).
It's not like there aren't plenty of other sites available in downtown T.O. Heck, some even in other parts of the Eaton Centre would have sufficed, but this one is up on the 3rd Floor and will have no street presence at all. Moreover, the space doesn't seem that big and will probably be horribly overcrowded much like their Yorkdale Store always is. I fear Apple will simply take all it can from Toronto, but not give anything back. In other words, it won't be any different than any of those other retailers in the Eaton Centre (or most any mall for that matter).
I really am still confused about the location. For instance, why not use the former
J.J. Muggs site on Dundas which would have given Apple both an Eaton Centre presence while also fronting Canada's busiest corner? Alternately, they could have taken over one of those Eaton Centre
stores fronting Yonge Street who prefer to keep their Yonge Street doors closed (defeating the whole point in the newish "faux-mo" Yonge Street facade of eight years back). Moreover, they could have moved in to
Metropolis and given that project a bit more of a positive
buzz. There would have also been options for Bloor Street and for Queen Street (perhaps in the ground floor of the new
Canada Life Tower). Maybe they still will as I'm sure Toronto's big enough to handle more than one downtown location. However, in the meantime it's still disappointing that when people want to come visit our Apple Store that we'll have to take them to one of two malls.
Apple is supposed to be a hip and quarky company, right? Heck, even sexy! And while the store I'm sure will be somewhat impressive, it likely won't be worthy of "flagship status" and likely won't have that hip, quarky and sexy feeling of those other Apple flagships from around the world. It's just all so uninspring for a company that often exceeds expectations about these things. Moreover, this is downtown Toronto, the heart of a region of 5 million. Not exactly a small catchment area. What gives Apple?
And if you really want a taste of sour envy in your mouth, check out some
pictures of Apple's newish
SoHo store in NYC. Sour apples for the T.O. indeed.