Apple Brompton Road

Hundreds Queue as Brompton Road Apple Store in Knightsbridge, London opens

UK customers and visitors from around the world celebrated with the 200-person-strong store team.

Apple opened its newest store today at Brompton Road, Knightsbridge in London, as hundreds queued waiting for the doors opening.

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.

Upon entering Apple Brompton Road, visitors are 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.

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’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.