Apple has opened the doors to Apple Rosenthaler Straße, the newest Apple Store to open in Germany.
Located on the eastern side of the capital city, Apple Rosenthaler Straße is the first Apple Store in the Mitte borough of Berlin, home the first Apple Pickup area in Europe, which serves as an in-store destination for customers collecting orders placed online or through the Apple Store shopping app.
Apple Pickup areas have started to appear in other new retail stores, such as Apple The Grove in Los Angeles that opened last month, but never before has Apple opened a purpose-built pickup station in its European stores.
Apple Rosenthaler Straße opened on Thursday featuring seven-meter high floor-to-ceiling windows and towering trees, all the latest retail store fixtures including a large video wall and Forum for Today at Apple sessions and shopping avenues, where customers can explore Apple’s latest products and services.