Apple SoHo unveils major redesign with new Forum and Video Wall

Apple Soho Wide
Apple Soho Wide (Image credit: shloime14)

What you need to know

  • Apple SoHo in New York City has unveiled its new Forum.
  • The new Forum features an acoustic design and Video Wall.

Reported by 9to5Mac, Apple SoHo in New York City has replaced its Theater area with a new Forum, complete with a Video Wall and all-new design. The redesign honors elements of what came before it but modernizes the space to fall in line with Apple's latest design philosophy.

Climb the signature glass stairs at Apple SoHo and you'll find the bright new Forum. Work to totally reimagine the space began in September and wrapped up in time for the busy annual Apple Shopping Event. The redesign marks several firsts for Apple and offers an experience unlike any other Apple Store in Manhattan.

The first thing that you will notice is the unique wood design. Vertical wood slates go from the floor to the ceiling, giving off an inviting look while also providing better acoustics for the space.

Apple Soho Forum

Apple Soho Forum (Image credit: shloime14)

The Forum's multilevel ceiling is also covered by stretched fabric and illuminated by cove lighting at the perimeter of each panel. Both designs give a nod to Apple SoHo's Theater legacy and create definition between the Forum and Genius Bar in the main store area.

Apple Soho Forum Profile

Apple Soho Forum Profile (Image credit: shloime14)

Gray carpeting has been replaced with granite floor tile. Theater seats were removed in favor of uniquely curved, leather-topped benches and Forum cubes. Gone is the projection display, upgraded to a bright LED Video Wall framed in polished metal. Not an inch of the space was left untouched.

For those who are interested in visiting the space, it is currently being used as a social distance waiting room for Genius Bar appointments. It would be best to wait until it is safer to congregate again and enjoy the space when Apple restarts its Today at Apple program in its retail stores.

Joe Wituschek

Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.