Apple previews Brompton Road Apple Store ahead of Thursday's opening

Initially announced on July 18, the opening of the new Apple Brompton Road outlet will take place on July 28. Ahead of the opening, Apple is promoting the store with a photo tour of the striking location.

The sixth Apple Store to get a London address out of the fourteen in the region, Apple Brompton Road is said to be inspired from "local fauna." Twelve towering Sicilian ficus trees line the 7-meter floor-to-ceiling windows and entryway, with seating at the base of each acting as a "social gathering space for visitors, blurring the boundaries between inside and outside."

Visitors pass through the central arcade, mirroring the original Brompton Arcade that was at the same location in 1903. As part of the design, the store's Forum also features the first mirrored ceiling in a UK Apple Store.

The terrazzo flooring is made from a plant-based resin, which is the first in the world for the company. The space is dominated by a unique curved timber ceiling, matching the archways at the front of the outlet.

"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 opening of the store will feature United Visions, an AR experience that honors the works of London poet and painter William Blake. The app was made for Getty Museum by artists and creative technologists Tin Nguyen and Ed Cutting, with a poetic soundtrack supplied by Grammy Award-winning producer Just Blaze.

The weekend will also include a panel discussion with the trio, a special performance and Spatial Audio listening session by artist Nina Nesbitt, and live illustration sessions by Apple Creative Pros.

Apple VP of Fitness Technologies Jay Blahnik will also be in attendance to take part in a Q&A session before a 3-kilometer walk and 5-kilometer run in Hyde Park.