I am writing this post in the Apple store in Regent Street.
It's a very cool place. Not least because of the free wifi.
A temple of technology, it's teeming with people. Most taking advantage to check their email accounts via the free wifi connections, but other drooling with the wonderful toys that are freely available to play with throughout the store.
Quietly and subliminally, indoctrinating themselves, though many don't realise it, into the Apple brand.
It's my 3rd visit here in two days, a wonderful place to people watch and see retailing at it's best.
Last night I went for a pee here. And I swear, even the loos look like they were designed by Jonathan Ive.
I was like standing inside an iPod, all the panels had the iPod's adonised sheen. The air-con vents looked like speaker covers. And of course not only is the toilet a very beautifully designed bit of kit, and extremely, er. 'user-friendly', it was also very functional, as you're asking.
And yes, I HAD to buy something. I bought a tiny radio tuner for my iPod, to listen to Radio 4 Tonight program when I got back to the hotel.
Did I have to queue at a cash desk? No way, this is Apple remember.
An Apple employee saw me walking round with my radio tuner, walked over, swiped it's barcode into his handheld device, asked me to stick my credit card into the other end, and confirm that my details were correct, I put in my pin and I was off.
Oh after he put a funky sticker on my package to make sure security didn't pounce as I left the building.
Nike did it first with their NikeTown's, Apple are the new boys on the retailing block.
Don't think so,
Whoops, got a meeting round the corner in 10 minutes, don't want to be late. Got to dash.
This place is addictive. And will definitely become my new remote office in town.
ps. I might make my 4th visit to the store tonight too. The Fratellis are playing.
How cool is that.