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Brussels Apple Store offers glimpse at radical design changes

Apple's new store in Brussels, Belgium —officially opening Saturday —will sport a look and layout unlike any other location, suggesting trends for upcoming outlets.

Image Credit: @jpswansea on Twitter

Image Credit: @jpswansea on Twitter


Although the company's signature display tables are in place, the shop also has wooden product shelves that more closely resemble a fashion outlet or bookstore, photos obtained by AppleInsider show. Beats headphones, for example, are hung on wooden knobs, and even iPhone cases are arranged in a more attractive manner.

The Apple Watch is highlighted through both display tables and a wall presentation. A Saturday launch of the Watch in Belgium was confirmed earlier on Thursday.

Image Credit: @jpswansea on Twitter

Image Credit: @jpswansea on Twitter


Several trees occupy the middle of the store, and Le Soir footage shot at a press preview features a giant video display towards the back.



A number of reports have indicated that Apple is moving its stores in a more fashion-oriented direction, spearheaded by retail head Angela Ahrendts —formerly the CEO of Burberry —and newly-appointed chief design officer Jonathan Ive. A major driver of the change is believed to be interest in attracting more luxury shoppers to the Watch.

The Brussels outlet shares similarities with a proposed shop near Memphis, hinting that future expansions will share the same design cues.