What the new Apple Perth City store has that others don't
Guided tech tours and a dedicated pick-up counter mark Australia-firsts for Apple as the global brand prepares for the grand opening of its new Perth City store on Friday morning.
After a 15-year residence on Hay Street, the city's flagship store has relocated to the ground level of the former Commonwealth Bank Building, intersecting Forrest Place and Murray Street Mall.
Deirdre O'Brien, Senior Vice President of Retail & People, told The West the move was driven by the company's mission to deliver local customers the best available products and services.
'When we decided to reopen this store, it's really about being able to bring the transformative benefits of Apple innovations to even more customers in the community and further elevate a world-class shopping experience,' she said. The Apple store in Perth's CBD is moving into the city's main mall. Credit: Justin Benson-Cooper / The West Australian
The development represents somewhat of an anniversary celebration, with the iconic brand's first official bricks and mortar residence in Perth opening on June 26, 2010.
Its second Perth store opened at Westfield Booragoon — then Garden City — in September 2012.
With a focus on convenience, community, and delivering collaborative experiences through passionate personnel, Ms O'Brien said Apple Perth City would offer local customers services that are yet to be rolled out anywhere else in the country.
'In a first for Australia, Apple Perth City features a new space where customers can interact with Apple Watch guided by one of Apple's knowledgeable Specialists,' she said.
'In another first for Australia, we're also introducing Apple Pickup at a dedicated counter, which makes it even easier for customers to place an order online and pick up products when it's most convenient for them.
'And for customers wanting to unlock new tips and tricks on their favourite device, they can sign up for a free Today at Apple session hosted at the dedicated tables for a more personal experience.'
Commuters might have noticed recent updates to the building's facade, with the store's exterior displaying dark green wallpaper to compliment an Apple-shaped light fixture hanging from a central arch as it points to its official unveiling date.
Ms O'Brien said the brand's move to the heritage building is no coincidence, with every inch of the new space designed to celebrate the company's varied clientele, and stay true to its commitment to sustainability.
The city store will run on 100 per cent renewable energy, with the shop's interior transformed to reflect modern design features while nodding to the building's history.
'Our team meticulously restored and mended heritage fabric throughout the building, including the marble tiling, ceilings, and plaster columns, to create a truly unique space for customers to shop,' Ms O'Brien said.
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