Apple on Tuesday shared a preview of its new Brompton Road store in London. The new store opens to the public Thursday, July 28 at 4 p.m. London time.
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.
“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 store will be the first Apple retail store in the UK to include a dedicated pickup area for customers to pick up the products they ordered from Apple’s online store. The new location joins a handful of stores that include a dedicated pickup area, including Apple The Mall at Bay Plaza in New York City, Apple The Grove in Los Angeles, Apple Rosenthaler Straße in Berlin, Apple Myeongdong in Seoul, and a few others.
Upon entering Apple Brompton Road, visitors will be greeted by 12 towering Sicilian ficus trees that line the 7-meter floor-to-ceiling windows and entryway. The seating at the base of each planter acts as a social gathering space for visitors, blurring the boundaries between inside and outside, and bringing nature directly into the store. Visitors come through the central arcade, which mirrors the dimensions of the original Brompton Arcade built on the same precise location in 1903. The store’s Forum — where free Today at Apple sessions provide daily creative inspiration and practical skills — features a first for Apple in the UK: a mirrored ceiling that offers depth-enhancing reflections.
Apple Brompton Road is located in London’s busy Knightsbridge neighborhood alongside many other flagship retailers, including the department store Harrods. Apple says the store has over 200 employees who collectively speak more than 45 languages.
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 performance and Spatial Audio listening session by London artist Nina Nesbitt. Apple Fitness+ trainers Cory Wharton-Malcolm, Jamie-Ray Hartshorne, Kim Ngo, and Jonelle Lewis will join Jay Blahnik, Apple’s vice president of Fitness Technologies, for an in-store Q&A followed by a 3-kilometer walk and 5-kilometer run in Hyde Park. The talented Apple Creative Pros will also host live illustration sessions that take inspiration from the local blooms.
Following the opening sessions, the store will host its ongoing Brompton Series, which takes place on the last Thursday of every month through October and features:
- Inspirational and informative talks by thought leaders in the wellness space, including Michael James Wong, Cat Meffan, Lloyd Kempson, and Harry Jameson.
- Music workshops in connection with Apple Music’s Up Next series breaking down songs by emerging London artists using Spatial Audio; artists include Kali Claire, Olivia Dean, and Rachel Chinouriri.
Apple Brompton Road opens Thursday, July 28, at 4 p.m. BST in London. Customers are encouraged to download interactive custom wallpapers, listen to a curated Apple Music Brompton Road Playlist, and sign up for upcoming Today at Apple sessions.
