Apple has filed a planning application to refresh the design of its Regent Street store in London. The application describes the store’s current look as “tired and outdated.” The new look is expected to be along the same lines as the Brussels Apple Store, which opened a few weeks back.
While the building’s status as a historically protected structure will limit the exterior changes Apple can make. However, 9to5Mac reports they will remove the four Apple logos in the windows, in order to let in more light.
The brief looked to re-imagine the overall customer experience within the store and address a tired and outdated interior sales area […] Part of the proposed works is also removing the four Apple Logos from the Regent Street facade. This assists with natural light penetrating the retail floor and preserves the historic character of the facade.
Apple says it wants to “re-imagine the overall customer experience” in order to create a “calm environment” for the customers visiting the 11-year-old store Regent Street branch, the first store Apple opened in Europe, back in 2004. The store has seen a limited amount of interior refreshes since its opening..
Apple plans to set the upper floor back from the front of the building, and also plans to remove the existing glass staircase, in favor of “two new dramatic staircases.”
The Regent Street store redesign will be performed by Foster & Partners, the architects responsible for London’s famous Gherkinbuilding. No work schedule or completion date has bene announced. The planning approval is good for up to three years.