Deirdre O’Brien, Apple’s senior vice president of Retail + People said that the store will be the perfect space to share the passion and expertise of Londoners:
“We are thrilled to open Apple Brompton Road in London, a city teeming with energy, history, and cultural diversity. The store’s focus on creativity gives our incredible team members the perfect space to share their passion and expertise with Londoners and visitors from around the world.”
The store will feature 12 towering Sicilian ficus trees and lines up 7 meters high with the windows and entryway. Apple says that the seating at the base of each planter “acts as a social gathering space for visitors, blurring the boundaries between inside and outside, and bringing nature directly into the store.”
The space of the store itself was built back in 1903 as an arcade called “Brompton Arcade”. Apple adapts the curved ceilings of the arcade into the store with wooden ceilings, giving the store a curvy look from below.
The company says that flooring is the first eco-friendly in the world. Noting the terrazzo is comprised of a plant-based bio-resin. The vast space offers “ample seating” where customers can relax. The store is powered by 100 percent renewable energy.
Finally, in the store, there is a Forum that features a mirrored ceiling which Apple says “offers depth-enhancing reflections.” The Forum is where the free Today at Apple sessions are provided.
AR will be a focus in the opening of the new Brompton Road store, the company will begin to kick off the global launch of the “United Visions,” an AR experience created for the Getty Museum to honor the works of London poet and painter William Blake. Apple says that Artists Tin Nguyen and Ed Cutting (Tin&Ed) developed the experience using the M1 Ultra chip.
More events will occur on the weekend, including a panel discussion on the creation of “United Visions” with Nguyen, Cutting, and Just Blaze, as well as a special performance and Spatial Audio listening session by London artist Nina Nesbitt.
Apple’s vice president of Fitness Technologies Jay Blahnik will be joined by Apple Fitness+ trainers Cory Wharton-Malcolm, Jamie-Ray Hartshorne, Kim Ngo, and Jonelle Lewis for an in-store Q&A followed by a 3-kilometer walk and 5-kilometer run in Hyde Park. Meanwhile, the Apple Creative Pros will host live illustration sessions that “take inspiration from the local blooms.”
Upon entering the store, visitors and customers will be able to see a preview of the latest Apple products released as of July 2022. The store employs more than 200 workers ready to provide service to the customers including the Apple Trade In program and monthly financing options. The company states that workers collectively speak 45 languages, a big helper regarding visitors from all around the world.
Apple Brompton Road will open on Thursday, July 28, at 4 p.m. BST in London. You can check out all the previewed images above in the slideshow.