We went to the new London Apple Store and all we got was a bag of seeds

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Apple has proven itself resistant to the economic challenges a lot of consumer technology companies have faced of late and the opening of a new flagship retail store in one of London’s most affluent areas embodies its ongoing success pretty perfectly. We got an early peek inside.

The new Brompton Road Apple Store – nestled in Knightsbridge, amidst designer fashion retailers and just along from famous luxury department store Harrods – is located on the spot of the old Brompton Arcade, which dates back to 1903.

Like the company’s other London stores in Regent Street and Covent Garden, the design of Brompton Road pays homage the site on which it’s found; with seven meter tall floor-to-ceiling arched glass windows, the shape of which echoes the original arcade. As storefronts go it’s hard to miss, especially when you can see what’s inside.

Building green

As with the company’s original Regent Street location – which opened in London in 2004 and was subsequently refitted in 2016 – Brompton Road’s Apple Store features a familiar open-plan layout, dressed in natural materials, designed to reflect the company’s green credentials.

Apple Store Brompton Road Knightsbridge London - interior

The arched wooden ceiling also pay homage to the design of the arcade on which the new store stands (Image credit: Future)

Sandblasted Castagna stone lines the walls and pillars, the terrazzo flooring is made from a bio-resin that includes castor oil and recycled glass, and both the tables dressed with iPhones, iPads and Macs, as well as the arched ceilings, are all hewn from sustainable wood; with twelve sizeable ficus trees helping soften the space, with the intention of reminding visitors this isn’t solely a retail space.

Apple Store Brompton Road Knightsbridge London seed packet

The seed packets Apple handed out feature a plant motif unique to the Brompton Road location (Image credit: Future)

Located just a stone’s throw from one of the city’s most centrally-located green spaces, Hyde Park, at launch Apple has dressed the windows with plant-based motifs, blended with some of their most popular products, and attendees from the preview event walked away with a packet of wildflower seeds sporting this same bespoke designs – not the typical thing Apple customers can expect to pick up, when the store formally opens on July 28.

Grab and go

Speaking of picking up, the Brompton Road Apple Store is the first in the country to feature Apple Pickup: a new dedicated area where those who’ve ordered online can stroll straight in and grab their new Apple gadgets, with staff on-hand to tempt new iPhone owners into picking up a case with their latest purchase, or a fresh set of AirPods.

Apple Store Brompton Road Knightsbridge London - iPhone 13 range

(Image credit: Future)

Beats having to flag down a store rep in amongst the throngs of customers, as can be the case around the launch of new Apple products.

Educate and entertain

Just as with its other flagship locations, Apple’s new Brompton Road store will host numerous free events too; with training, talks and more, revolving around areas like fitness and creativity.

To mark opening day, Apple’s VP of Fitness Technologies, Jay Blahnik, is going to be on-hand, accompanied by trainers Cory Wharton-Malcolm, Jamie-Ray Hartshorne, Kim Ngo, and Jonelle Lewis, who’ll be leading an Apple Fitness+ Q&A session, followed by a three-kilometer walk and a five-kilometer run around Hyde Park.

Apple Store Brompton Road Knightsbridge London Tin Nguyen, Edward Cutting, Just Blaze

Artists Tin&Ed alongside producer Just Blaze, talking about the creation of the United Visions AR experience. (Image credit: Future)

Additional sessions including talks on AR (the preview event also marked the launch of the new ‘United Visions’ AR experience (opens in new tab), created for the Getty Museum by Tin&Ed and award-winning producer, Just Blaze), as well as illustration sessions, where attendees will be shown how to create using ‘inspiration from the local blooms,’ as Apple puts it.

Fans inside and out

The staff in Apple’s retail stores are a famously passionate bunch and that rang true based on the interactions we had during the preview event.

The 200-strong team is reportedly comprised of musicians, artists and developers from 26 nationalities, speaking 45 languages, and chatting with a handful of them, there was a tangible sense of excitement surrounding opening day and the interactions they were expecting to have with the initial wave of curious customers.

The stage is set

The Apple Store Brompton Road makes a strong first impression, carrying all of the hallmarks that make the company’s other London locations such appealing retail experiences.

There’s little doubt that this new store will play host to a familiar line of excited Apple fans in the coming months, when the iPhone 14 series eventually arrives (expected to be around late September). Even if the rumors are true and the iPhone 14 does end up sporting a higher price than its predecessor, nowhere more so in the city of London will a few extra Pounds go unnoticed than in affluent Knightsbridge.


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