In a newly published Business 2.0 article, retail design guru Paco Underhill explains the layout and logic of Apple’s SoHo store in New York City. “Grab the Customer at the Door – retailer’s vestibule is where shoppers pause and get their bearings. Then they drift to the right before moving in a counter-clockwise direction. Paco: Apple breaks the rules by leaving the first 20 yards bare, but it works. Look up and you see the top edge of a theater screen; people want to find out what’s up there.”