First Jony Ive-Designed Apple Store Debuts In Brussels

The store is also re-opening with a new collection of Apple-branded merchandise including clothing, mugs, and other collectibles that are only available at the company store.

Apple’s design chief Jony Ive isn’t just in charge of overseeing how Apple’s products are crafted – he now plays a role in designed the company’s iconic retail stores too.

Belgian website ANV has a number of photos of the interior and exterior of the store.

For the first time ever, Apple fans will soon be able to buy an Apple device directly from the company’s Cupertino headquarters. There are wooden displays made for headphones for sale in the store as well as other accessories.

At the far end of the interior space is a wall devoted to a large cinematic and panoramic screen which displays images and animations of Apple products.

The most striking new feature is a promenade created by two rows of six-meter-high trees, which is in keeping with the use of natural imagery that runs through Apple’s aesthetic DNA. The only thing you won’t find at the new store is a Genius Bar, but you could always try to get bold and take your problem directly to the desk of engineer that designed your iPhone. Most notably, there is an entire line of trees – something we’re not used to seeing in Apple stores at all (I’ve never seen plants in any of the multiple New York-Area stores).

[Image via Apple/Video credit Juan-José Gebruers].