Sneak peek: Inside Apple’s new London flagship on Brompton Road

26th July 2022

Georgia Wright

Apple has today taken the covers off its new Apple Brompton Road store in Knightsbridge ahead of the store's opening on Thursday.

News Technology

// Apple to open its Brompton Road store this Thursday, featuring the first pickup area in a UK store

// This weekend the store will host panel discussions, special performances, listening and live illustration sessions by Apple Creative Pros

Retail Gazette took a sneak peak inside Apple’s new Brompton Road store in Knightsbridge today, ahead of the store’s official opening on Thursday.

The new store, which is a stone’s throw from Harrods, features 7-metre floor-to-ceiling windows, a social gathering space, and the UK’s first mirrored ceiling in a UK Apple store.

It also houses the first dedicated click-and-collect area within a UK store, where instead of waiting to speak to a general team member, shoppers can head to the ‘Pickup’ point to swiftly collect orders.

The Brompton Road store’s design draws inspiration from local flora, and will host many community events and seminars to help customers learn, create, and get the most out of their Apple products, the retailer said.

The store is staffed by a team of 200, 50% of them new hires to Apple, that speak 45 languages between them.

Alongside the flagship opening, the tech giant has launched ‘United Visions’, a new augmented reality app honouring the work of artist William Blake, using a purpose-built app to recreate his work using AR.

The app, which launched on iTunes today, was made for Getty Museum by artists and creative technologists Tin Nguyen and Ed Cutting, with a soundtrack supplied by Grammy Award-winning producer Just Blaze.

The weekend will also include a panel discussion The app was made for Getty Museum by artists and creative technologists Tin Nguyen and Ed Cutting, with a soundtrack supplied by Grammy Award-winning producer Just Blaze.

The trio will take part in a panel discussion in the store this weekend, which will also host a special performance and Spatial Audio listening session by artist Nina Nesbitt, and live illustration sessions by Apple Creative Pros.

Apple senior vice president of retail and people Deirdre O’Brien said: “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.”