Apple Brompton Road architects discuss store's 'calm oasis'

The architects behind the new Apple Brompton Road have revealed the materials used, and the sense of history retained, for the new London store.

Apple first entirely new UK store in eight years, Apple Brompton Road follows the company's track record of unique retail spaces. It's bespoke, not looking like any other Apple Store, and it is also built to honor its location.

Speaking to the ArchDaily architecture site, the Store's designers said that working with both the building's history, and the area's natural light, was key.

"Apple Brompton Road is a calm oasis in a bustling and vibrant part of London," said Stefan Behling, senior executive partner at Foster + Partners. "Customers interact with Apple's incredible range of products and experience their personalized customer service in a unique setting which incorporates historic and natural elements."

The store is a single square floor that at its peak is 7 meters (almost 23 feet) tall. Its central feature is an undulating timber ceiling that rises over a series of 4-meter (13 feet) high arched windows.

This creates a central arcade in the store, through which visitors pass — and which is part of the store's nod to history. The new central arcade mirrors the dimensions of the original Brompton Arcade, built on this spot in 1903.

Positioned in the windows and out in a line across the center of the store are eight Ficus trees. The architecture publication says this is a specific nod to London's nearby Hyde Park.

Each tree is in a planter that also acts as a seat or resting area for visitors. The leaves of the trees also filter the store's natural light

Apple Brompton Road also features a newly designated Apple Pickup area, similar to the one first opened in China in May 2022.

3 Comments

robin huber 4025 comments · 22 Years

About 2 years ago

I saw “calm oasis” and thought, finally, Apple has heard my pleas and is starting to address the acoustic din that is the current AppleStore norm. Alas, only a visually calm oasis.

I recently offered to escort my sister-in-law to our local store to help her select some new products. She refused, saying the last time I took her (for an in-store workshop) she was a nervous wreck from all the noise and chaos going on around us. I can’t disagree. I love going to the Store, but find that I try to conclude my business as quickly as possible and get the f out. Granted, my Store is of the mall variety, not an historic building. I can’t help but wish that the Zen quality of its visual design were carried through to the auditory realm. But maybe they have done tests and found that the buzz and excitement aspect trumps calm when it comes to increased sales.

9secondkox2 3124 comments · 8 Years

About 2 years ago

The whole calm oasis thing is ok. Back in the day, I would visit an apple store and be struck by how unique it was, how simple, clean, and yet almost like a futuristic elegant science theater. It was a design ahead of its time.

While that design clearly needed to be updated as they’d gotten old or stale, I don’t get the same awe inspired feelings from the new store layouts. Now, they almost feel like walking into a mall based JC Penny or something. Not truly distinct anymore, kind of boring, and even a bit old feeling. The foliage is a nice touch, but overall, the look and feel is not dissimilar to walking into an older neighborhoods city hall or civic center.

Not the worst thing, but certainly not a worthy upgrade to the once-cool stores of yesteryear.

The new stores are safe and boring, perhaps to not take risks. But risks are necessary when it comes to impact. Hopefully some crazy person comes along with a burden to do this right the next time - and gets approval to do so.

appleinsideruser 652 comments · 5 Years

About 2 years ago

robin huber said:

I saw “calm oasis” and thought, finally, Apple has heard my pleas and is starting to address the acoustic din that is the current AppleStore norm. Alas, only a visually calm oasis.
I recently offered to escort my sister-in-law to our local store to help her select some new products. She refused, saying the last time I took her (for an in-store workshop) she was a nervous wreck from all the noise and chaos going on around us. I can’t disagree. I love going to the Store, but find that I try to conclude my business as quickly as possible and get the f out. Granted, my Store is of the mall variety, not an historic building. I can’t help but wish that the Zen quality of its visual design were carried through to the auditory realm. But maybe they have done tests and found that the buzz and excitement aspect trumps calm when it comes to increased sales.

Yup. I agree. I’ve never felt comfortable in an Apple Store. It’s not a place to loiter. Good to know I’m not the only crazy one thinking different…