Follow the headline link, check out the neon signage. I think it’s gorgeous.

The new Shinjuku Apple Store is incredibly well placed. It’s just blocks from Shinjuku Station, by far the world’s busiest transport hub. My 2 cents, this will be one of the most successful Apple Stores in the world.

I also love the neon-themed video Apple built to promote the store. It’s embedded below. Enjoy.