This morning, Apple unveiled its newest Apple Store and revealed it will open on July 28, in London’s Brompton Road. It broke the news by putting it on a beautiful display outside the store.
It’s a street famous for housing Harrods, for instance, and Apple Brompton Road sits near another noted store, Harvey Nichols (which, strictly speaking, is on a different street, Knightsbridge).
It’s also situated near one of London’s glorious green spaces, Hyde Park. Which seems to be the inspiration for the joyously witty decoration outside the store right now, titled, “Where every idea blooms”. It’s to be seen on what Apple somewhat uninvitingly calls its “barricade”—it just means the window coverings keeping the store’s interior private a little longer. All that’s visible now is the Apple logo above the doorway.
At a quick glance, the flora of Hyde Park has inspired Apple to provide this jolly scene. But, as always with Apple, it’s the detail that’s important. Turn your attention to that and you’ll see that the bluebells on the right-hand door are in fact AirTags with suitably purple-blue holders. Those delicate roses to the left of the door hide pink Apple Watches and the buttercups are HomePod Mini speakers in gorgeous yellow.
There’s also a fine example of Lily of the Valley in the rightmost window, artfully composed of AirPods Pro earbuds and a green iPhone 13 in the leaves.
There’s plenty more to admire: my personal favorite is the worm made up of a Starlight Apple Watch Sport Band, though the whole thing is a delight.
It’s there to alert customers that the first Today at Apple sessions will begin on July 28. Apple explains, “Join us from 28–31 July as we celebrate the opening of Apple Brompton Road with a lineup of free music, art and wellness sessions to inspire your summer. Sign up for live performances and Q&As happening all weekend long. Enter a fantastical AR realm inside the store. Drop in on 28 July for a special guest DJ set as our new space comes to life.
Want to see more of the clever floral confections? There’s a downloadable wallpaper which you can find at apple.com/uk/today/collection/apple-brompton-road-presents/bromptonroad/ as well. It looks like the image below.
I’m sure when the store is opened, there will be treats inside, like that AR realm, but if you’re in the neighborhood, drop down to Brompton Road to see the barricade before it’s taken down, never to be seen again.