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  • 07.28.16

Apple’s first Brooklyn store masters the art of touch first, buy now

With its first Brooklyn store, which opens on Saturday on Bedford Avenue, Apple is taking the touch-first model even further. Phone cases are displayed without their packaging, inviting shoppers to test their look and fit. Apple Watch bands lie flat in a rainbow display of colors and textures, ready for trying on customers’ wrists. And on the other side of the room, across the polished concrete floor, a geometric display of cases and wristbands reads like a tactile mural, designed for interaction. 

The strategy has certainly worked for hardware—Apple sold its billionth iPhone last week—and it just might work for accessories, too. 

[Photos: Ainsley O’Connell]AH