Apple’s newest store is in London’s posh Knightsbridge

Apple has opened its 39^th store in the U.K. — and it has a couple of firsts.

The tech giant’s newest U.K. outpost is on Brompton Rd.,  near the world-famous Harrods luxury department store, in the busy Knightsbridge section of London. 

The opening kicked off with the global launch of  “United Visions,” an augmented reality experience honoring the works of pioneering London poet and painter William Blake. The experience can be viewed in-store, and also by anyone around the world on the dedicated “United Visions” app.

The design of the store, which features a unique curved timber ceiling, was inspired by local flora. Entering the space, visitors are greeted by 12 towering Sicilian ficus trees that line the floor-to-ceiling windows and entryway. Seating at the base of each planter is designed for use as a social gathering place.

Visitors then come through a central arcade that has the same dimensions of a local landmark — the Brompton Arcade — which was built on the same location in 1903.  The store features Apple’s signature “forum” area, home to classes and other events,  but with a first for Apple: a mirrored ceiling.

The company’s ever-expanding lineup of products and accessories is on display. In a first for the U.K., the store has a dedicated pickup area where customers can pick up items ordered online.

Apple Brompton Road is the first-ever Apple to use a sustainable terrazzo flooring that is comprised of plant-based biopolymers.  And similar to all Apple facilities, the new store is powered by 100% renewable energy.

The new Apple boasts a 200-person team who collectively speak more than 45 languages and representing 26 different nationalities.