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Apple to overhaul 480 stores with new look

RBR Staff Writer Published 23 May 2016

Technology company Apple is overhauling 480 of its stores across the world and has begun the renovation work with its store in San Francisco, US.

Apple overhauling

Apple's new futuristic store in San Francisco features 42 foot tall doors which take 10 minutes to open, living trees in the Genius Bar and a $1.5m video wall, reported Yibada English.

Located across the Union Square Park in the city, the store also includes free Wi-Fi and a restored fountain from Bay Area sculptor. The store has been designed by UK firm Fosters and Partners, The Verge reported.

The new changes include Apple's launch of 'windows' through which displays are changed as seasons change and come with themes such as iPhone photography, iOS apps, and Apple Music.

Apple's Genius Bar, which allows companies to make appointments for customer service, is now modified to be called as Genius Grove, featuring real trees and open spaces.

Apple retail chief Angela Ahrendts was quoted by The Associated Press as saying: "This is a company statement, not just a retail store. The company plans to convert about 5 to 10 percent of its existing stores to the concept annually."

Some of the stores could be relocated from their current locations in malls to incorporate all the changes.

The new changes follow two years of research by Angela Ahrendts, who previously worked with Burberry. Apple CEO appointed Ahrendts to restyle the stores as consumers are increasingly moving to online shopping instead of preferring brick-and-mortar merchants.

Ahrendts said: "It is kind of our fault that retail is changing. Therefore, we realized that we needed to do something different with our physical space."

The store modifications include distributing several accessories through a row of cubicles along a wall to provide an experience of walking from one small store to another. The area is called 'The Avenue'.

In an area christened 'The Forum', Apple is setting up cubes and balls which can accommodate up to 100 people for educational sessions on photography, music and other topics that are covered by experts in the specific field.

In a space called 'The Boardroom', which will feature in bigger stores of the company like that in San Francisco where tech startup companies conduct closed-door sessions, reported billboard.com.

The company has also segregated outdoor space in its stores in major cities which will be akin to a small park and would be open to public round the clock.


Image: Apple renovates 480 stores. Photo: Courtesy of User:TonyTheTiger/Wikipedia.