Apple Rosenthaler Straße is actually the first Apple Store in the Mitte borough of Berlin, and the second one to open following Apple Kurfürstendamm in the city.
Apple’s senior vice president of Retail + People Deirdre O’Brien said, “We’re excited to open our second store in Berlin, right in the heart of Mitte. Blending Apple’s exceptional technology and tools with the creative passion we share with this community gives us the opportunity to create something really special for our customers in Germany.”
Situated close to the bustling Hackesche Höfe, Apple Rosenthaler Straße is found in a historic part of the city that is surrounded by art studios and design firms. The store showcases the same general Apple Store design that the tech giant has implemented worldwide, with dedicated tables that highlight product options, a Forum and video wall, and an area mainly designated for product pickups. Completing the look are towering trees and floor-to-ceiling windows that are seven meters high.
To celebrate the opening of the store, Apple plans to host Berlin artists from illustrator collective Parallel Universe. Using an iPad Pro, each artist will draw on-the-spot their version on Mitte’s creative spirit, and customers can also begin signing up for Today at Apple classes.
Come next year, the Berlin store shall offer Today at Apple Creative Studios, Apple’s global initiative that provides career-building mentorship, professional industry skills training, tools and creative resources to under-represented communities.
Just like all Apple facilities worldwide, Apple Rosenthaler Straße will run entirely on 100% renewable energy.
Apple Rosenthaler Straße opens December 2, Thursday at 10am CET in Berlin, Germany. As there is limited capacity and social distancing measures are going to be implemented, customers can book appointments if they wish to get an introduction to the store and be given more in-depth information and assistance from Apple Specialists while they are shopping. Starting December 3, the store branch will start accepting walk-ins as well as offer pickups and service for Genius support and Shop with a Specialist.