Apple Brompton Road store features curved and mirrored ceilings, 200 employees and world-first flooring

A preview of the new Apple Brompton Road store in London’s upmarket Knightsbridge shopping district shows both the unique features of the space itself and a number of Apple Store firsts. The store will be the fifth in London, and the third flagship, alongside Covent Garden and Regent Street.

The store opens on Thursday, but the company has a preview of the space today, with a series of photos and notable elements…

The space itself was originally built in 1903 as an arcade — a covered area with vaulted ceilings — and Apple incorporated it into the design. Curved wooden ceilings pay homage to the original stone ceilings.

Another ceiling feature is a first for a UK Apple Store: a mirrored ceiling above the Today at Apple area. The company claims it “offers depth-enhancing reflections.”

The height of the store indicates that the use of ceiling to floor windows gives a dramatic look, as shown in the main photo above.

Upon entering Apple Brompton Road, visitors will be greeted by 12 towering Sicilian ficus trees that line the 7-metre floor-to-ceiling windows and entrance.

The seats at the base of each planter act as a social gathering space for visitors, blurring the lines between indoors and outdoors and bringing nature directly into the store. Visitors pass through the central arcade, which mirrors the dimensions of Brompton’s original arcade.

The store has 200 employees who collectively speak 45 languages.

Visitors are invited to explore the tables and surrounding avenues showcasing the all new range of iPhone, Mac, iPad, AirPods, Apple Watch and Apple TV, as well as accessories such as HomePod mini and AirTag.

The 200-person store team helps customers learn about Apple products and offers advice on monthly financing options and the Apple Trade In program. Collectively speaking more than 45 languages, the team is ready to welcome customers all over the world.

And in another first for the UK, a dedicated Apple Pickup area makes it even easier for customers to collect products ordered online.

Apple says the eco-friendly flooring is a world first.

Apple Brompton Road’s terrazzo flooring features a plant-based bio-resin, the first of its kind in Apple’s global retail park […] Like all Apple facilities, Apple Brompton Road is powered by 100% renewable energy.

The company said creativity will be a key focus for the store.

“We are thrilled to open Apple Brompton Road in London, a city brimming 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 amazing team members the perfect space to share their passion and expertise with Londoners and visitors from around the world” […]

The store opening kicks off with the global launch of ‘United Visions’, an augmented reality experience paying homage to the creative works of pioneering London poet and painter William Blake. Created for the Getty Museum and powered by Apple technology, the purpose-built app showcases the possibilities of creativity by reimagining the work of the trailblazing artist.

Creative artists and technologists Tin Nguyen and Ed Cutting (Tin&Ed) used Apple’s M1 Ultra chip in developing the experience, which features a poetic soundtrack by Grammy-winning record producer Just Blaze. “United Visions” can be viewed by customers in-store and by anyone in the world by downloading the “United Visions” app.

Opening weekend festivities will include a panel discussion on the creation of ‘United Visions’ with Nguyen, Cutting and Just Blaze, as well as a special Spatial Audio performance and listening session by London-based artist Nina Nesbitt . Apple Fitness + Trainers Cory Wharton-Malcolm, Jamie-Ray Hartshorne, Kim Ngo and Jonelle Lewis will join Jay Blahnik, Vice President of Apple Fitness Technologies, for an in-store Q&A followed by a 2-mile walk and a 5 kilometer Hyde Park race. Talented Apple Creative Pros will also host live illustration sessions inspired by local flowers.

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 inspiring and informative talks by wellbeing thought leaders, including Michael James Wong, Cat Meffan, Lloyd Kempson, and Harry Jameson.

[There will also be] music workshops linked to 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.

Check out the photo gallery below – click on a photo to see it full size. More information about the store can be found here.


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