New Apple store visit

Author: Julia Connor
Published: 26th October 2016

Last week, Nigel, Shaun and I were invited to visit the cavernous new Apple Store on New Street for a personal guided tour.

The Grade II listed building was already impressive in its former life as the Waterstones bookshop, but Apple has now beautifully restored it to how it would have looked in 1879 when it was a banking hall.

The new six-storey store is five times the size of Apple’s former Birmingham home in the Bullring, providing plenty of space to showcase the 154+ devices available to visitors to try.

We were shown their exclusive theatre area and stunning boardroom, which sit at the very top of the building overlooking the rest of the store.

It’s great to see one of Birmingham’s iconic buildings getting a new lease of life, and the contrast between historic surroundings and cutting-edge products works beautifully.

Thank you to Apple for inviting us – it certainly won’t be long before we’re back.

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