Improv Everywhere Creates Fake Apple Store Out of NYC’s 23rd Street Subway Elevator

Arin Sang-urai for ImprovEverywhere.com

Our favorite pranksters from Improv Everywhere have returned with yet another ingenious scheme. Their latest ploy made used of the 6 Train’s glass subway elevator located on 23rd Street, which was temporarily transformed into a fake Apple Store.

Since the Fifth Avenue Apple Store is currently under renovation, the Improv Everywhere crew thought a makeshift shop was needed for the release of the iPhone X. Fake employees, wearing the classic royal blue uniform, stood by the glass cube elevator while a line of 50 “customers” gathered outside — some even had lawn chairs to really drive home the effect. In addition, there was even a fake newscaster stationed on the street to interview random people about the new store.

Arin Sang-urai for ImprovEverywhere.com

In case you weren’t aware, it’s a tradition at Apple Stores to form a line at the entrance and applaud the first people who purchase the new iPhone on its release day. In keeping to this custom, the Improv Everywhere crew cheered on the bewildered pedestrians who exited the elevator; the confusion was real (and also hilarious).

Arin Sang-urai for ImprovEverywhere.com

Arin Sang-urai for ImprovEverywhere.com

The idea for the project was conceptualized by Maggie McClurken, Josh Berger and Deanna Director, who noted that the newly built glass elevators for the 6-Train looked “suspiciously” like an Apple Store. Because the project was unauthorized, the crew had to assemble everything, including the giant Apple logos, as quickly as possible.

Arin Sang-urai for ImprovEverywhere.com

Arin Sang-urai for ImprovEverywhere.com

According to the Improv Everywhere website, most people believed the store was real and even stood on line.

Next, check out photos from the 2017 No Pants Subway Ride and see other pranks by Improv Everywhere.