THERE are just five Apple premium resellers in the country, but that didn’t keep Beyond the Box President Charlie Paw from naming his store after its defining trait to further set it apart from the field.
“Our premise is we want to offer you good service,” Paw said at the sidelines of the recent opening of the brand’s newest branch at Level 3 of Uptown Mall in The Fort. “Kahit after mo bilhin ’yung unit, may extra service pa kami that goes beyond the box.”
Along with Powermac, Switch, iStudio and The A Shop, Beyond the Box is the one-stop shop for anything Apple, from the hardware products to the software offerings, accessories, and everything else in between. Of the bunch, Paw said their store is the fastest growing.
The new store in Uptown Mall, which is also characterized by the minimalist design, is their second branch in The Fort, along with the one in Market! Market!, and their 13th nationwide. Paw added that by the end of the year, they’re looking at opening two more branches.
“We look forward in giving the public a bigger and better experience when it comes to shopping for your favorite Apple gadgets and accessories,” the owner added, who’s also behind multibrand gadget store Digital Walker and a few restaurants.
Coinciding with the store opening was the launch of Beyond the Box’s photo exhibit, titled Tap to Focus.
The showcase brings to focus the store’s mantra of “inspiring creativity through technology,” and features the winning entries in its iPhone street-photography contest. It also highlights the works of its judges, who in their own right, are renowned street photographers. Among them are Jasper Tejano and husband-and-wife tandem Ryan and Garovs Vergara of Everywhere We Shoot!
At the exhibit’s launch, Tejano shared his technique on capturing moments. “Take a lot of shots and look at different perspectives. Don’t settle with just one static frame; go around and look at angles.”
The Vergaras, who are internationally recognized in the field of photography and design, advised to “click and move on to the next one.” Garovs said, “You can do street photography anywhere and it doesn’t literally have to be in the street. When you want to take a picture of something, just do it. Your subject can be a fallen leaf or the sun.”
All of the photos in the exhibit were taken using an iPhone and eschewed the use of any filter. On view on the ground floor of Uptown Mall, it is ongoing until today.