A sneak-peek inside the new Apple Store in London’s posh Knightsbridge district


There aren’t many tech brands in the world that can make an event out of the opening of a new store. But Apple always manages to foster a sense of occasion whenever it opens the doors to one of its new retail outlets.

That’s no different with this week’s opening of a new Apple Store in London’s wealthy Knightsbridge district. Setting up shop on Brompton Road – just a short walk away from the world famous Harrods luxury department store – it’s the sixth Apple-branded retail location in the UK’s capital city. iMore took a look inside ahead of its grand opening.

Inside the Apple Store in Knightsbridge, London

(Image credit: Gerald Lynch / Future)

Location, location, location

As you’d expect, customers will be able to pick up all manner of Apple goods from the store, from the best iPhones to the best MacBooks (not to mention the rumored-and-likely-upcoming iPhone 14), along with third-party accessories, as well as sign up for classes, repairs, troubleshooting, and one-off in-store events from creatives working within the Apple ecosystem. It’s also the first London Apple store to have a dedicated ‘pick-up’ desk for in-person collections of orders made online.

Inside the Apple Store in Knightsbridge, London

(Image credit: Gerald Lynch / Future)

But, as ever with Apple Store openings, it’s just as much about the location, design and architecture of the new store as it is the wares inside.

“Our designers took a lot of time and detail and intention in designing this store,” Wendy Beckman, Senior Director of Apple Retail for the EMEIA region, told iMore at a preview event at the store today. 

Inside the Apple Store in Knightsbridge, London

(Image credit: Gerald Lynch / Future)

“So, as you look up at the timber ceilings, they actually match the geometry of the historical facade. 

“It’s seven metres high. So the flooding of the natural light is incredible. And then the arched windows are four metres wide and they’re floor to ceiling. But what they also do is frame the Sicilian ficus trees. That’s important as it’s a reference to Hyde Park, which is a stone’s throw away.” 

Inside the Apple Store in Knightsbridge, London

(Image credit: Gerald Lynch / Future)

There’s also a nod to the location’s retail history in the way its floorspace is laid out:

“As you walk in you may not notice this, but the central arcade matches the dimensions of the Brompton Arcade, which was built in this precise location in 1903,” revealed Beckman.

Inside the Apple Store in Knightsbridge, London

(Image credit: Gerald Lynch / Future)

And Apple’s continued efforts to be more environmentally conscious in all its activities extends to the new store’s design, too.





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