It took about 90 minutes for initial "fluffing" and shaping. At the end, it was the best tree we've ever owned (and we've owned a few).  The shape is excellent. It's quite realistic-looking. The lights are bright and plentiful (we prefer the "color" option). The feature of having all of the electrical connections in the pole is WONDERFUL. I needed to get to the top after assembly to custom affix a family heirloom angel and being able to simply lift off the top section was wonderful. We were a bit hesitant to spend $500 on a replacement tree, because we've spent more in the past and been disappointed. This does not disappoint. It looks better in person than it does online.