Hot horns met with slick Apple design as Apple reseller Next Byte unveiled its refurbished Apple store in the Sydney CBD last week, with James Morrison dropping in to show just how versatile a Mac can be.
The world-renowned jazz virtuoso and self-confessed "gadget geek" wowed guests at the celebration of Apple's new concept store with a performance that combined an electronic trumpet and an iBook. The party marked the official opening of Next Byte's first Digital Hub concept store, which is expected to become the benchmark for all of the reseller's nine stores.
"This refurbishment is particularly exciting for us because it is unique to a computer retailer of any sort in Australia, plus it reinforces our long-term commitment to our customers and the Apple market generally," said director Tim Kleemann.
Next Byte began business in Adelaide seven years ago. During that time, the business has grown from two staff and a shop-front to 65 staff and a turnover of $55 million.
We see the refurbishment as just another step in our commitment to the Apple brand," said co-director Crawford Giles at the launch. "We want to change the way computers are sold in Australia. The new showroom is extremely enticing to new users. It allows them to come into the store and experience the products as a digital hub."
The showroom also includes a seminar space, complete with digital projector and screen. Giles plans to hold seminars for Next Byte customers in the store to complement its current offering of 12 months free training for customers.
"We are getting 20 to 30 people in every week," he said.
Apple marketing director Arno Lenior said the vendor was keen to "go after new users and show the ease of the Mac platform".
"It is great to be involved with a reseller in such a close-knit partnership," he said. "The digital hub concept is core to Apple's strategy and all the devices that connect into the Mac are all here to be used."