Apple CEO Tim Cook greets customers at new The Grove store

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Apple on Friday opened the doors to a new Apple Store at The Grove in Los Angeles, nearly doubling the size of the original location that operated from 2002 to this week.

Apple CEO Tim Cook and retail chief Deirdre O'Brien were on hand for the grand opening of the company's latest retail experience, which holds court in a newly designed building positioned in the shopping destination's open-air plaza.

The building features typical Apple Store architectural touches like a towering all-glass facade topped by a metal canopy that extends past the entryway to offer cover from the elements. Generous clearance between the roof and the stone walls allows sunlight to flood into a wide open sales floor, while the mirrored ceiling — a first for an Apple retail outlet — gives the feel of a more expansive interior space.

Inside, display tables are arranged in rows, while accessories are shown off in "avenues" arranged along both walls. Trees delineate space between the tables and accessory shelving. A large screen anchors the space and will serve as a meeting point for Today at Apple sessions.

Visitors can enter from either the interior of The Grove or West Third Street, which leads to an area dedicated entirely to Apple Pickup.

Apple is offering the usual Today at Apple sessions, with the company highlighting festive Photo Walks designed around iPhone 13 Pro's camera capabilities.

Apple The Grove was announced earlier in November and the company held a special event with the "Ted Lasso" cast on Thursday night to celebrate today's opening.