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In a dazzling display of architectural prowess, Apple has finally opened the doors of its highly anticipated store in Battersea, South West London. Boasting a revolutionary retail store design, this location marks the second to showcase Apple’s recent revamp, following the impressive Tysons Corner store in the United States just last month.
Known as Apple Battersea, this remarkable establishment is the 40th Apple Store in the UK, nestled within the transformed Battersea Power Station on the Ground Floor in Turbine Hall A. The decommissioned coal-fired power station stands as an iconic landmark, renowned for its Art Deco features and distinction as one of the world’s largest brick constructions.
Stepping into Apple Battersea is a sensory delight. The store encompasses four original brick piers dating back to the 1930s, complemented by exposed steel supports adorning the ceiling. The walls showcase an artful overlay of oak framework shelving and revamped fixtures, housing key areas such as the Genius Bar, hardware flex space, Apple Watch Studio, and pickup zone. Apple’s ingenious design amplifies circulation space around the store’s periphery, ensuring a seamless shopping experience. Moreover, newly implemented acoustic baffles on the ceiling enhance acoustic clarity within the store, further immersing visitors in the Apple universe. In a commitment to sustainability, Apple Battersea incorporates more biomaterials, minimizing reliance on carbon-intensive elements.
Interestingly, Apple Battersea heralds the return of the physical Genius Bar, a concept that had gradually disappeared from Apple stores in recent years. Positioned in the left rear corner, this fully-fledged Genius Bar represents only the second of its kind since 2015. Reimagined for the modern era, the Genius Bar now features a dedicated stand-up service counter and a lowered area where customers can comfortably receive assistance while seated.
Flexibility is the name of the game at Apple Battersea, with a hardware space designed to adapt and highlight the latest Apple devices as they evolve. Notably, the store also houses an enchanting Apple Watch Studio, where customers can indulge in the creative process of mixing and matching Apple Watch cases and bands to find their perfect combination.
But Apple Battersea is more than just a retail store. It also serves as Apple’s new UK headquarters, a sprawling space that can accommodate approximately 3,000 employees. Occupying a substantial 40 percent of the entire Battersea Power Station building, Apple has strategically chosen the top six floors within the former boiler room, arranged around an impressive central atrium. This ambitious move was first announced in 2016, and now, Apple CEO Tim Cook’s words ring true as he expresses his delight in bringing teams together in this historic location:
“Apple has been part of the London community for more than 40 years, and we’re thrilled to soon bring some of our teams together in the historic Battersea Power Station. Once a source of energy for much of London, the transformation this building has undergone honors London’s past and celebrates its future. We’re so glad to be a part of it.”
Beyond its retail and office spaces, the Battersea Power Station development has undergone an extensive and meticulous restoration process in recent years. In addition to Apple’s presence, the building boasts three floors of trendy shops, bars, and restaurants, a sprawling 24,000 sq ft food hall, luxurious apartments surrounding a breathtaking “garden square in the sky,” and a state-of-the-art 2,000-seat auditorium and cinema, among other attractions.
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To commemorate the opening of Apple Battersea, the festivities extend beyond the store’s walls. Today at Apple sessions offer attendees the chance to explore the local area through immersive photo and art tours centered around the magnificent Battersea Power Station. Adding to the excitement, Apple Music will host live performances outside the store throughout the week, captivating passersby with mesmerizing melodies.
Apple’s arrival in Battersea is a testament to the company’s commitment to innovation and design excellence, perfectly encapsulating its blend of cutting-edge technology and captivating aesthetics. As the Battersea Power Station complex continues to flourish, Apple Battersea stands tall as a beacon of ingenuity and a harmonious fusion of London’s past and future.