Apple CEO Tim Cook greets customers at the new store The Grove

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Apple opened the doors of the new Apple Store in The Grove, Los Angeles, on Friday, almost doubling the size of the original location, which operated from 2002 to this week.

Apple CEO Tim Cook and retail chief Deirdre O’Brien were present at the grand opening of the company’s latest retail experience, which holds a courtyard in a newly designed building located in the open square of the shopping destination.

The building has typical architectural elements of the Apple Store such as a high glass facade on which there is a metal canopy that extends next to the entrance to protect it from the elements. The large space between the roof and the stone walls allows sunlight to flood the wide open retail space, while the mirrored ceiling – the first for Apple’s retail facility – gives a feeling of a wider interior space.

Inside, exhibition tables are arranged in rows, while accessories are displayed in “avenues” arranged along both walls. Trees outline the space between tables and shelves for utensils. The large screen solidifies the space and will serve as a meeting place for Today at Apple sessions.

Visitors can enter from inside The Grove or West Third Street, leading to an area dedicated entirely to Apple Pickup.

Apple is offering the usual Today at Apple sessions, with the company highlighting the festive Photo Walks designed around the iPhone 13 Pro’s camera capabilities.

Apple The Grove was announced earlier in November, and the company held a special event with the cast of “Ted Lasso” on Thursday night to celebrate today’s opening.

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Naveen Kumar

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