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Home / Features / Inside Apple’s unique new Brompton Road, London store

Inside Apple’s unique new Brompton Road, London store

Apple’s latest flagship store features lots of lovely design touches as you’d expect

Apple Brompton Road

Apple Stores aren’t the rare sight they once were, but the the tech giant’s top locations tend to push the boundaries when it comes to design. The latest store is no exception; Apple Brompton Road is close to Harrods in Knightsbridge and is Apple’s third key central London location after its well-known stores in Regent Street and Covent Garden. 

This latest store – which opens tomorrow, 28 July at 4pm BST – features 12 huge Sicilian ficus trees that line the 7 metre-high store. The idea is to create a central arcade that echos the site’s use over 100 years ago; the original Brompton Arcade was built there in 1903

The look and feel of the store will be broadly familiar – especially to visitors to Regent Street since it was refurbished in 2016 – but it has some distinct features such as the curved timber ceiling and mirrored ceiling over the seating area where ‘how to’ sessions take place. The terrazo floor also uses a plant-based resin that Apple says it hasn’t used elsewhere before.

All the usual Apple Store facilities are present though there’s also a pickup desk for online orders which Apple says is a first for its UK stores. 

Apple Brompton Road

The store also features the first look at an an augmented reality (AR) experience created for the Getty Museum called United Visions and designed around the works of London poet and painter William Blake – you can have a go yourself using the United Visions app. The experience features a soundtrack Grammy Award-winning record producer Just Blaze.

Following a series of opening events, the store will host ongoing ‘Brompton Series’ events on the last Thursday of every month including inspirational talks and music workshops. 

Apple Brompton Road
Profile image of Dan Grabham Dan Grabham Editor-in-Chief


Dan is Editor-in-chief of Stuff, working across the magazine and the Stuff.tv website.  Our Editor-in-Chief is a regular at tech shows such as CES in Las Vegas, IFA in Berlin and Mobile World Congress in Barcelona as well as at other launches and events. He has been a CES Innovation Awards judge. Dan is completely platform agnostic and very at home using and writing about Windows, macOS, Android and iOS/iPadOS plus lots and lots of gadgets including audio and smart home gear, laptops and smartphones. He's also been interviewed and quoted in a wide variety of places including The Sun, BBC World Service, BBC News Online, BBC Radio 5Live, BBC Radio 4, Sky News Radio and BBC Local Radio.

Areas of expertise

Computing, mobile, audio, smart home

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