Apple’s new store on Brompton Road, London, marks the first time it has opened a “pick up” point in a UK shop where customers can order products online to be collected.

The central arcade is based on the measurements of the original Brompton Arcade, built on the same location in 1903.

Customers can explore Apple products including iPhones, Macs, iPads, AirPods, Apple Watches and Apple TVs, as well as accessories like the HomePod mini and AirTags, and seek expert advice from the 200-strong store team.

Between them, the staff speak 45 languages so are prepared to welcome a wealth of international visitors.

The store places an emphasis on sustainability. The floor is made from a plant-based bio-resin and the store is powered by 100% renewable electricity.

The forum at the back of the store includes another first for Apple in the UK – a mirrored ceiling.

Apple has also launched an augmented reality experience called United Visions. Created in conjunction with the Getty Museum using Apple technology, it pays homage to the works of poet William Blake through visual and audio AR.

The store will host events over the next few months including panel discussions and music workshops.

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