A report today says Apple will remodel its flagship Apple Store in San Francisco. The store, located at 1 Stockton Street, is one of Apple’s most recognizable, and features a glass staircase of the type that is now closely identified with the chain.
The store will remain open during the remodel, which the permit says will cost $1.16M. The primary purpose of the remodel will be the removal of the upstairs theater, which hosted music events and training sessions for patrons. The theater-style seating and projection wall are a classic component of the Stockton street store and the removal will change the feel of the top floor significantly. It will be replaced with a ‘multi-purpose’ area.
Theaters were never a common feature of Apple’s retail locations, seen only in larger locations that could accommodate them. As a hallmark of flagship stores, customers found them comfortable and convenient, as they sat down to listen to a lecture from an Apple Genius, or listen to a musical performance by a live band.
Apple’s new store in Barcelona, which opened just last month, has a theater in its design.
The refreshed store will also get an Express Purchase counter that has proven to be popular with customers. The counter provides a sampling of the better-selling Apple products, including the MacBook Air, iPad 2, iPhone 4, and iPod. The counter has proven to get customers in and out quickly when making purchases of these items.