Apple Brompton Road London

Apple gives a preview of Brompton Road Apple Store in Knightsbridge, London

The new Apple Store is located at 17-27 Brompton Road, London, SW1X 9LF

Apple has given a preview of its newest store in London at Brompton Road, Knightsbridge in London.

Apple will be opening the doors to a new 20,000-square-foot retail store situated in Knightsbridge, one of London’s most luxurious shopping areas on July 28, with a line-up of free music, art and wellness sessions confirmed to celebrate the store’s grand opening, including a special guest DJ on the day the doors open.

The new Apple Store is located at 17-27 Brompton Road, London, SW1X 9LF.

A stone’s throw from Hyde Park, Apple Brompton Road features design inspiration drawn from local flora, along with a new slate of community events and seminars to help customers learn, create, and get the most out of their Apple products.

“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.”

Apple Brompton Road London Interior
Apple Brompton Road London Interior

The store opening kicks off with the global launch of “United Visions,” an augmented reality experience honouring the creative works of pioneering London poet and painter William Blake.

Created for Getty Museum and brought to life through Apple technology, the purpose-built app showcases the possibilities of creativity by reimagining the seminal artist’s work.

Artists and creative technologists Tin Nguyen and Ed Cutting (Tin&Ed) used Apple’s M1 Ultra chip in the development of the experience, which features a poetic soundtrack by Grammy Award-winning record producer Just Blaze.

“United Visions” can be viewed by customers in-store and by anyone around the world by downloading the “United Visions” app.

Opening weekend festivities will include a panel discussion on the creation of “United Visions” with Nguyen, Cutting, and Just Blaze, as well as a special performance and Spatial Audio listening session by London artist Nina Nesbitt.

Apple Brompton Road London Timber Ceiling
Apple Brompton Road London Timber Ceiling

Apple Fitness+ trainers Cory Wharton-Malcolm, Jamie-Ray Hartshorne, Kim Ngo, and Jonelle Lewis will join Jay Blahnik, Apple’s vice president of Fitness Technologies, for an in-store Q&A followed by a 3-kilometer walk and 5-kilometer run in Hyde Park.

The talented Apple Creative Pros will also host live illustration sessions that take inspiration from the local blooms.

Following the opening sessions, the store will host its ongoing Brompton Series, which takes place on the last Thursday of every month through October and features:

  • Inspirational and informative talks by thought leaders in the wellness space, including Michael James Wong, Cat Meffan, Lloyd Kempson, and Harry Jameson.
  • Music workshops in connection with Apple Music’s Up Next series breaking down songs by emerging London artists using Spatial Audio; artists include Kali Claire, Olivia Dean, and Rachel Chinouriri.
Apple Brompton Road London Terrazo Flooring
Apple Brompton Road London Terrazo Flooring

Store and Team

Upon entering Apple Brompton Road, visitors will be greeted by 12 towering Sicilian ficus trees that line the 7-meter floor-to-ceiling windows and entryway. The seating at the base of each planter acts as a social gathering space for visitors, blurring the boundaries between inside and outside, and bringing nature directly into the store.

Visitors come through the central arcade, which mirrors the dimensions of the original Brompton Arcade built on the same precise location in 1903.

The store’s Forum — where free Today at Apple sessions provide daily creative inspiration and practical skills — features a first for Apple in the UK: a mirrored ceiling that offers depth-enhancing reflections.

Apple Brompton Road London Forum
Apple Brompton Road London Forum

Visitors are invited to explore the surrounding display tables and avenues featuring the all-new line-up of iPhone, Mac, iPad, AirPods, Apple Watch, and Apple TV, as well as accessories like HomePod mini and AirTag.

The 200-person store team helps customers learn about Apple products, and offers advice on monthly financing options and the Apple Trade In program.

Collectively speaking more than 45 languages, the team is ready to welcome customers from around the world.

And in another first for the UK, a dedicated Apple Pickup area makes it even more convenient for customers to pick up products ordered online.

Apple Brompton Road London Pickup
Apple Brompton Road London Pickup


Apple Brompton Road’s terrazzo flooring is comprised of a plant-based bio resin, the first of its kind in Apple’s worldwide retail fleet.

The vast space — which features a unique curved timber ceiling — offers ample seating where customers can relax and discover new tips and tricks to get the best from their devices.

Like all Apple facilities, Apple Brompton Road is powered by 100 percent renewable energy.

To celebrate the opening, Apple has also created a free wallpaper for iPhone, iPad, and Mac, featuring the floral pattern used to announce the new store’s opening.