Apple opens new store in Berlin
3. January 2022 | News, Shop Fitting & Store Design, Shopping Today

New store showcases the creativity and diversity of Germany’s capital

On December 2nd, Apple openend its new Berlin store on Rosenthaler Straße, the first Apple Store in Berlin-Mitte. The new store is located in the eastern part of the capital and offers customers an easy and quick way to discover new products just in time for the holidays and develop their skills to take their creativity to the next level.

“We’re excited to open our second store in Berlin, right in the heart of Mitte,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People. “Blending Apple’s exceptional technology and tools with the creative passion we share with this community gives us the opportunity to create something really special for our customers in Germany.”

A customer is talking to members of the staff of the new Apple Store in Berlin

The newly dedicated Apple Pickup area, the first of its kind in Europe, makes it even more convenient for customers to pick up their products ordered online. © Apple Inc.

As part of the opening, Today at Apple hosted Berlin artists from illustrator collective Parallel Universe. Each artist did live drawings with a unique take on Mitte’s creative spirit on iPad Pro. Apple did also welcome a range of artists and creators displaying their distinctive takes on the local community, including visual artists Zebu Ruohan Wang.

Apple with concrete plans for 2022

Planned for next year, Berlin will also welcome the anticipated expansion of Today at Apple Creative Studios. Creative Studios is Apple’s global initiative that provides career-building mentorship, professional industry skills training, tools, and creative resources to underrepresented communities. Apple will work closely with local nonprofits and community organizations to connect young people with mentors and established artists across Berlin to nurture and develop their creative talents.

The new retail destination is located near the bustling Hackesche Höfe, surrounded by design firms, art studios, and some of Berlin’s historical sites. Upon entering the store, visitors will encounter the uniquely designed seven-meter high floor-to-ceiling windows and towering trees. Customers are able to explore Apple’s latest product lineup and services on the tables and avenues, which now includes Apple Fitness+ following its launch in Germany.

Inside view of the new Apple Store in Berlin

The new store provides easy access for customers to discover new products and develop skills to take their creativity to the next level. © Apple Inc.

Customer as a part of the interactive store design

From the interior entrance, customers will immediately come across the Forum and the video wall, home to free Today at Apple sessions. Led by Apple Creative Pros, these daily sessions provide creative inspiration, teach practical skills, and help customers go further with their products. Throughout the store, customers can get shopping help from Apple Specialists and learn more about monthly financing options or Apple’s Trade In program. The newly dedicated Apple Pickup area, the first of its kind in Europe, makes it even more convenient for customers to pick up their products ordered online. Like all Apple facilities globally, Apple Rosenthaler Straße will run entirely on 100 percent renewable energy.

Source: Apple Inc.

Tags: consulting, customer experience, customer service, interactive shopping, retail design, shopdesign, shopping experience, store design
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