July 26, 2022
Apple Brompton Road celebrates creativity with dynamic design and events featuring local artists
New London store features advancements in sustainable design, events and community resources, and a team of over 200 people ready to provide excellent customer service
LONDON Apple today unveiled Apple Brompton Road, its new London store, located in bustling Knightsbridge. A stone’s throw from Hyde Park, Apple Brompton Road offers design inspired by local flora, plus a new roster of community events and seminars to help customers learn, create and get the most out of their Apple products.
“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 seminal 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 each month until October and includes:
- Inspirational and informative talks by well-being thought leaders including Michael James Wong, Cat Meffan, Lloyd Kempson and Harry Jameson.
- Music workshops linked to Apple Music’s Up Next series break down songs from emerging London artists using Spatial Audio; artists include Kali Claire, Olivia Dean and Rachel Chinouriri.
The store and the team
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 walk through the central arcade, which mirrors the dimensions of the original Brompton arcade built in the exact same location in 1903. The store’s forum – where free Today at Apple sessions provide daily creative inspiration and hands-on skills – features a first for Apple in the UK: a mirror ceiling that offers reflections that increase depth.
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 Brompton Road’s terrazzo flooring is made with a plant-based bio-resin, the first of its kind in Apple’s global retail fleet. The expansive space, featuring a unique curved wooden ceiling, offers plenty of seating where customers can relax and learn new tips and tricks for getting the most out of their devices. Like all Apple facilities, Apple Brompton Road is powered by 100% renewable energy.
Apple in the UK
For nearly 40 years, Apple has operated in the UK, where it has more than 6,000 team members. Nationwide, Apple supports more than 450,000 jobs through the thriving iOS app economy, working with vendors and direct employment. Apple Brompton Road opens Thursday, July 28 at 4:00 p.m. BST in London. Customers are encouraged to download interactive personalized wallpapers, listen to a playlist curated by Apple Music Brompton Road and sign up for upcoming Today at Apple sessions.
Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple leads the world in innovation with the iPhone, iPad, Mac, Apple Watch and Apple TV. Apple’s five software platforms – iOS, iPadOS, macOS, watchOS and tvOS – deliver seamless experiences across all Apple devices and provide users with groundbreaking services including the App Store, Apple Music, Apple Pay and iCloud . Apple’s more than 100,000 employees are dedicated to making the best products on earth and leaving the world a better place than we found it.
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