Apple's new flagship store dominates London's Battersea landmark

Apple Battersea has now opened to hundreds of visitors in London's iconic Battersea Power Station, now revamped into a shopping mall. Here's what it looks like inside and out.

Battersea Power Station is famous for being on the cover of Pink Floyd's "Animals" album in 1977, and even earlier in a 1964 "Doctor Who" story where Daleks had destroyed one of its iconic towers. Since early 2023, it has also been home for new Apple offices.

Now, though, the much-delayed Apple Battersea store has opened, and as ever, that opening was attended by hundreds of people. Also as now seems to be the norm, there was an antique '80s Mac on site, retrofit with modern hardware.

Left: Battersea Power Station on Pink Floyd's 1977 "Animals" album. Right: how it is today. (Present-day shot via Battersea Power Station company)Left: Battersea Power Station on Pink Floyd's 1977 "Animals" album. Right: how it is today. (Present-day shot via Battersea Power Station company)

The prestigious Battersea Power Station shopping area includes this two-level series of stores, with a balcony and bridge. Before Apple Battersea opened, hundreds of people lined every inch of the first floor viewing points, looking down on the new store.

Hundreds line the balcony opposite Apple Battersea ahead of its opening (Source: Craig Jobbins)

Apple Battersea occupies an expansive part of the mall's first floor — what British people call the ground floor. Looking down from the balcony, this was the view of the store right before it opened.

Before the opening — looking down on Apple Battersea from the surrounding balcony (Source: Craig Jobbins)

Whether it's Apple staff setting out an old Mac, or it's a customer bringing one to the opening, it now seems the norm to see an antique somewhere in the store. The one at Apple Battersea is a Macintosh Classic II, brought to the store by YouTuber "iCaveDave," after gutting it and updating it with an M1 processor and (obviously) a new screen.

It seems these days it wouldn't be an Apple Store opening without an antique Mac (Source: Craig Jobbins)

Inside, the store is following Apple's most recent designs. In particular, it resembles a much larger version of Tysons' Corner — the very first Apple Store, recently modernized.

As yet, the store doesn't appear to have hosted Tim Cook or head of retail Deirdre O'Brien. However, Cook did tour the site in September 2022.

Craig Jobbins from the London Mac User Group was at the opening and took these images for AppleInsider.