Noted above is the press-preview of the Apple Store in Brussels that officially opens tomorrow morning September 19. Besides that, though, Apple is also bringing the Apple Watch to Belgium on the same day.
Although the store generally looks like most of Apple’s other retail locations, there are a few noticeable differences.
When Jony Ive was promoted to Chief Design Officer earlier this year, we learned that part of the new role would include redesigning the company’s iconic Apple Stores. If this is what an Ive designed store looks like, it’s possible this may be the future of the retail store. Potted trees and walls made with clay brick and wood seem to evoke a much different feeling than what you’re probably used to when it comes to the inside of an Apple store. It is unclear if this design will be applied to all of Apple’s stores moving forward, but if there’s one thing about Apple it is that they are consistent. You can see wooden benches by the Genius Bar, wooden shelves for the accessories, floor-to-ceiling glass panels for the store front, etc. If only we could hear Ive himself talking about the Apple devices spread across the dozens of tables.