Apple drew special attention to the launch of its Carnegie Library store in D.C. on Saturday, bringing not just CEO Tim Cook but retail head Deirdre O'Brien, marketing chief Phil Schiller, and the city's mayor, Muriel Bowser.
The event was publicized on Twitter by Cook and Bowser, the latter of whom shared a video of some of the first shoppers entering the store. The pair were joined by a media pool and some of the store's staff, who cheered and clapped to drum up excitement. Sizable crowds were in attendance.
Further photos were published on Instagram by O'Brien.
Development on Apple Carnegie Library began in 2016. Apple calls it its "most extensive historic restoration project to date," requiring lengthy work on facades and details. Running with the theme of the building — and possibly trying to counter controversy over the relocation of the Library's book collection — the store will be hosting a "StoryMakers Festival" series of events between May 18 and June 29, featuring 40 artists.