Apple opens a new store in Berlin on December 2. The Rosenthaler Strasse retail store is the second Apple in the city, joining its Kurfürstendamm location.
The new store is in the city center, in the Mitte district, next to the Hackesche Höfe, surrounded by historic sites as well as art and design studios.
“We are excited to open a second store in Berlin, right in the heart of Mitte,” said Deirdre O’Brien, senior vice president of Apple Retail + People. “Combining Apple’s exceptional technology and tools with the creative passion we share with this community gives us the opportunity to create something truly special for our customers in Germany.”
For the opening, Apple will host local artists from the Parallel Universe art collective. The illustrators will draw live on an iPad Pro at the Forum and Video wall, which hosts Today at Apple sessions.
The photos show that the store continues the trend of Apple to implement lifting locations, tested for the first time last year. This is the first time that a dedicated Apple Pickup location is heading to Europe.
The new 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% renewable energy.
However, for opening day, you can’t just show up, as Apple notes:
Apple Rosenthaler Straße opens on Thursday, December 2, at 10:00 CET in Berlin. On the opening day, customers will be able to book an appointment only for an introduction to the store and shopping. The store will open with limited capacity and social distance. Starting December 3, the store will offer walk-in, Apple pickup and Genius and Buy with a specialist support services. The store will open with the same health measures for visitors as those seen in all Berlin retail destinations, including proof of 2G status, mask requirement and social distance. To book a reservation, guests can visit apple.com/de/retail/rosenthalerstrasse.
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