Apple opens new London store in posh Knightsbridge

Apple now has a posh Knightsbridge store for the rest of us.

Apple is preparing to open the doors of its latest UK retail store, situated just near Harrods in posh Knightsbridge, London.

Apple opens new London store in posh Knightsbridge

Apple Brompton Road, which opens 4pm Thursday, July 28, is a stone’s throw from Hyde Park. As one might expect, it features the company’s traditional high-end store design (this time inspired by local flora) and will host a range of community events and seminars.

In its trademark fashion, the company has placed 12 Sicilian ficus trees inside the 7-meter floor-to-ceiling windows and entryway of the store. Visitors come through the central arcade, which mirrors the dimensions of the original Brompton Arcade built on the same precise location in 1903. The store’s Forum has a mirrored ceiling, don’t look up.

The terrazzo flooring is comprised of a plant-based bio resin, the first of its kind in Apple’s worldwide retail operation. The vast space — which features a unique curved timber ceiling — offers ample seating where customers can relax and discover new tips and tricks to get the best from their devices. The store is powered by 100 percent renewable energy.

Opening events at new store

Special opening events will include the launch of “United Visions,” an AR experience honoring the creative works of the amazing William Blake. Artists and creative technologists Tin Nguyen and Ed Cutting (Tin&Ed) created the experience, which features a poetic soundtrack by Grammy Award-winning record producer Just Blaze. You can look at this right now thanks to the  “United Visions” app.

Opening weekend festivities also include a special performance and Spatial Audio listening session by London artist Nina Nesbitt. Apple Creative Pros will host live illustration sessions that take inspiration from the local blooms.

[Also read: Apple Retail: These Stores Ain’t Just For Shopping]

Apple Fitness+ trainers Cory Wharton-Malcolm, Jamie-Ray Hartshorne, Kim Ngo, and Jonelle Lewis will join Jay Blahnik, Apple’s vice president of Fitness Technologies, for an in-store Q&A followed by a 3-kilometer walk and 5-kilometer run in Hyde Park.

What Apple said

“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.”

Up next

Following the opening sessions, the store will host its ongoing Brompton Series, which takes place on the last Thursday of every month through October and features:

• Inspirational and informative talks by thought leaders in the wellness space, including Michael James Wong, Cat Meffan, Lloyd Kempson, and Harry Jameson.

• Music workshops in connection with Apple Music’s Up Next series breaking down songs by emerging London artists using Spatial Audio; artists include Kali Claire, Olivia Dean, and Rachel Chinouriri.

Apple has been operating in the UK for almost 40-years. It now employs over 6,000 people here and claims to support over 450,000 jobs through the thriving iOS app economy, work with suppliers, and direct employment.

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