E Point Perfect

Sneak peek: Inside Apple Brompton Road, its new London flagship opening this week

Apple has today taken the covers off its new Apple Brompton Road store in Knightsbridge ahead of the store's opening on Thursday.
Apple’s new Brompton Road store opens on Thursday, July 28, at 4 pm local time.
// 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 session & live illustration sessions by Apple Creative Pros

Apple has today opened the doors to its new Apple Brompton Road store in Knightsbridge, a stone’s throw from Hyde Park, ahead of the store’s official opening on Thursday.

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

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.

Shoppers can experience the app today which launched exclusively on iTunes.

The new store features 7-meter floor-to-ceiling windows, a social gathering space while the store’s Forum also features the UK’s first mirrored ceiling in a UK Apple store.

The store showcases the diversity within Apple, with a team of 200, 50% of them being new hires, representing 45 languages.

Once operational later this week, the flagship will allow customers the chance to get hands-on with of the tech giant’s products alongside new devices, including the M2 MacBook Air.

The weekend will also include a panel discussion with the trio, a special performance and Spatial Audio listening session by artist Nina Nesbitt, and live illustration sessions by Apple Creative Pros.

READ MORE: Apple to open new Knightsbridge store this month

“We are thrilled to open Apple Brompton Road in London, a city teeming 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 incredible team members the perfect space to share their passion and expertise with Londoners and visitors from around the world.”

The new flagship features the first dedicated Pickup area within a UK store, where instead of waiting to speak to a general team member, shoppers can head to Pickup to swiftly collect orders placed online.

“Apple Brompton Road features design inspiration drawn from local flora, along with a new slate of community events and seminars to help customers learn, create, and get the most out of their Apple products,” the company said.

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