‘The Observatory’ opening at Apple Park, a purpose-built building for product demonstrations

Apple is set to open a new event-focused building on its Apple Park campus, called ‘The Observatory.’ This space will serve as a dedicated venue for post-event product demonstrations following major company announcements.

Opening today, shortly after the ‘It’s Glowtime’ event—where Apple is expected to reveal the iPhone 16, new Apple Watch models, and more—Deezer has provided an exclusive first look at the purpose-built demo hall. A standout feature is the “portal-like” window, offering sweeping views of the Apple Park campus.

In an interview with Deezer, Apple’s global head of design for real estate and development, John De Maio, remarked, “With its stunning views of the campus greenery and the mountains on the horizon, The Observatory is a seamless extension of Apple Park, highlighting both the beauty of California and the surrounding natural environment,” as reported by MacRumors.

“The building brings in the natural stone, terrazzo and wood elements that are featured in The Steve Jobs Theater and across Apple Park. It’s a design that complements both the landscape and its neighboring buildings on campus.”