Apple opened its first ever store in Europe on Regent Street in 2004, prompting queues of tech fans who had been eagerly awaiting the launch. Indeed, it is still common to see queues snaking down the street early in the morning before a major new product launch from Steve Jobs’ multi-billion-dollar business.
The 11,000 square-feet temple to iPhones, iMacs, and iPads is unique in its minimalist layout, split across the ground floor and a mezzanine level, where, at busy times, it can be hard to see the products for people. In 2016, it reopened after an extensive refurbishment conducted by architects Foster & Partners. The white, light grey, and natural oak hues were used to create a calming ambience. An avenue of Ficus Alii trees were brought in to make the store feel like a town square. The ceiling is lined with a single luminous panel, made by Philips, that simulates natural light, and is the longest of its kind in the world.
As well as being able to try out Apple’s latest gizmos, the Genius Bar is on hand to help you with any repairs or issues with your device’s hardware. It is advisable to book an appointment online in advance to avoid a long wait. Staff can also help you with the setup of your device, provide information about their special AppleCare service, or advice you on using their products for work. You can also pick up online orders at the store with Click & Collect.