Apple Unveils New Apple Store at San Francisco’s Union Square

Apple has unveiled a new design and aesthetics for its Apple Store at San Francisco’s Union Square location, along with a shot of new services and features that the company will be rolling out to other retail locations worldwide in the coming months. This unveiling comes 15 years after Steve Jobs introduced Apple’s first two retail stores.

The Union Square Apple Store features a 42-foot-tall sliding glass doors and will be powered by 100% renewable energy. Speaking about the new store, Angela Ahrendts, Apple’s senior vice president of Retail and Online Stores, said:

We are not just evolving our store design, but its purpose and greater role in the community as we educate and entertain visitors and serve our network of local entrepreneurs.

Apple has also introduced the following new features at this store location:

“The Avenue,” inspired by the window displays along a boulevard that dynamically change with the season. Avenue walls are interactive themed “windows” where Apple’s products and services come to life, from music, to creativity, apps, photography and more. New “Creative Pros,” Apple experts in creative arts, offer advice and expertise at each of the displays. Customers will also find “Only at Apple” products on the Avenue, a curated collection of third-party accessories.

“Genius Grove” invites customers to get support working side-by-side with Geniuses under the comfortable canopy of local trees in the heart of the store.

“The Forum” is a vibrant gathering place, centered around a 6K Video Wall. It is home to “Today at Apple,” which brings to the community the world’s most talented artists, photographers, musicians, gamers, developers and entrepreneurs to inspire and educate our customers to go further with the things they are passionate about. Today at Apple includes year-round programs for kids, new monthly events for teachers, sessions for current and aspiring developers, Creative Sessions in partnership with local experts in creative arts, Game Night with editors from Apple’s App Store® and more. The Forum and Video Wall are a place of discovery, including events about the making of movies from iTunes®, or exclusive premieres of new music and music videos from Apple Music™.

“The Plaza” will be found only at Apple’s most significant stores, including Apple Union Square. It’s open to the public 24 hours a day, features public Wi-Fi and seating, and takes Today at Apple outside, with a regular weekend series of well known local acoustic performances such as Travis Hayes and global talents like Escondido, who will then give exclusive interviews about their craft in the Forum. The Plaza at Apple Union Square features a fountain by well-known San Francisco sculptor Ruth Asawa, originally commissioned in 1969, and a new work, “Love” by local artist Laura Kimpton, commissioned by Hyatt Hotels.

“The Boardroom” is an intimate space where the store’s Business Team offers hands-on advice and training to entrepreneurs, developers and other small and medium business customers.

Wired was invited to an early preview, and they put together this lovely video for it.