Apple Offers Preview of Brompton Road Store Ahead of Thursday Opening

Apple Brompton Road, Apple’s newest store in London, opens Thursday, July 28, in the city’s Knightsbridge neighborhood.

27 JULY 2022 - Something old, something new for Apple’s latest London store. The Cupertino-company has run an online preview for its Brompton Road store, which opens its doors tomorrow - Thursday 28 July.

What’s old is the location itself. Apple’s release says visitors enter the store “through the central arcade, which mirrors the dimensions of the original Brompton Arcade built on the same precise location in 1903.”

What’s new is the dedicated pickup area. Inspired, perhaps, by the pandemic - maybe inspired by the cluster-thing pickup at other Apple Stores can be, the preview says the dedicated Apple Pickup area is the first for a UK Apple Store, making it “more convenient for customers to pick up products ordered online.”

So, I guess it was the cluster-thing thing.

For folks in the area, the Brompton Road location has special events planned for opening weekend. Those include talks, musical performances, and a Q&A with a few Fitness+ trainers and Apple VP of Fitness Technologies Jay Blahnik. That’ll be capped “by a 3-kilometer walk and 5-kilometer run in Hyde Park.” Because nothing says “come to our store” like “please run away from our store.”