Experiential retailing is extra essential post-pandemic. Apple’s new retailer on Brompton Street in Knightsbridge, London is full of shops which are extra interactive than ever earlier than.
Retailer inside + structure
Whereas definitely aesthetic, Apple Shops of the previous have verged on being too medical for my tastes. Not so with the Brompton Street retailer.
The shop’s environment is way hotter than its White Metropolis or Stratford outposts, and the colour comes from the foliage within the retailer, which attracts inspiration from native vegetation.
Guests to the shop, which opened this morning, will instantly discover the 7-metre floor-to-ceiling home windows and 12 tall ficus bushes lining the entryway.
Casual seating areas across the bushes present a casual house for customers to loosen up whereas the shop additionally options its world-first eco flooring, plant-based bio resin and moss wall.
As one crew member advised me, “Apparently they (Apple) spent two years planning this retailer and as you’ll be able to inform – no expense was spared.”
And one other first for the UK, the Knightsbridge flagship additionally contains a devoted pickup space making it much more handy for purchasers to gather merchandise ordered on-line.
Though this space of the shop isn’t essentially the most visually thrilling, previously these within the UK who wished to choose up their on-line orders shortly have been typically pressured to attend for a member of employees to be free. This new space considerably eliminates ready time.
Apple has all the time been an business innovator and with experiential retail turning into an essential a part of bricks and mortar, the brand new retailer faucets into the pattern.
Unsurprisingly Apple’s experiences are very technology-led, because it reveals consumers what’s attainable with its related know-how.
Within the retailer’s Health+ space, customers can see the way to get essentially the most out of Apple’s well being and health choices in an interactive contact panel.
There is a related interactive space, which showcases Apple’s prowess in music. Such interactive parts assist the shop really feel extra playful with out countless cabinets of Apple merchandise on show.
It is much less about what Apple sells and extra about what Apple can permit you to do.
The shop additionally options the primary have a look at an revolutionary augmented actuality (AR) expertise created for the Getty Museum, ‘United Imaginative and prescient’, designed across the works of London artist William Blake.
These in retailer shall be inspired to play there, and later, the expertise may be loved within the consolation of your individual house utilizing the United Imaginative and prescient app.
The expertise options soundtrack Grammy Award-winning file producer Simply Blaze and highlights how Apple is utilizing AR not just for digital buying experiences, but additionally for artwork and leisure.
The Brompton Street retailer is extra than simply buying, it is designed as a hub for creatives.
The large discussion board (pictured beneath) has a mirrored ceiling the place the ‘the way to’ classes happen.
The classes will embrace “inspiring and informative talks by thought leaders in healthcare”, images workshops and music workshops set to Apple Music. All of this can assist put Apple on the coronary heart of London’s tech and music scene.
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