Coffee shops in Brooklyn may have more Apple products per tiny table than any place outside Cupertino, but not until now has Apple decided to bring its iconic Apple Store brand right to the heart of East Coast creative hipsterdom. The New York Post reports that Apple will open a store on Bedford Ave in the Williamsburg section of Brooklyn, perhaps the final act in the inexorable gentrification of a neighborhood that once embodied the idea of New York as a melting pot.
Apple architects will work hard to honor that past–it’s a two story brick building–while adding the signature Apple aura to the space. Apple Stores are meant to communicate to consumers (to use a crass term for the Apple faithful) the sense of endless possibility–and how anything can be achieved with imagination and technology. In this sense Williamsburg is a wonderful fit for the brand. As a traditional proving ground for immigrants from all over the globe, many arriving with little but their imaginations and work ethic, Williamsburg represented the core Apple brand ideas before Apple was even founded.