Apple previews new Apple Brompton Road store in London
Apple has today unveiled Apple Brompton Road, the iPhone maker’s newest store in Knightsbridge, London — one of the city’s most luxurious shopping districts ahead of the store’s opening on July 28.
Apple Brompton Road boasts several new store features, including the first dedicated Apple Pickup area in the UK and a first for Apple in the country: a mirrored ceiling that offers reflections of the store and it’s visitors below.
Upon entering Apple Brompton Road, Apple says visitors will be greeted by 12 towering Sicilian ficus trees that line the 7-meter floor-to-ceiling windows and entryway, with the base of each planter acting as a seating area for visitors.
Apple Brompton Road’s terrazzo flooring is comprised of a plant-based bio resin, the first of its kind used in any of Apple’s global retail stores. The store features a unique curved timber ceiling and is powered by 100 percent renewable energy, like all of the company’s other facilities.
Apple touts that the store’s 200-person team collectively speaks more than 45 languages and will begin welcoming customers on Thursday at 4pm local time. The store opening kicks off with the global launch of “United Visions,” an augmented reality experience honouring the creative works of London poet and painter William Blake.
“We are thrilled to open Apple Brompton Road in London, a city teeming with energy, history, and cultural diversity,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People. “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.”
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