Apple Unveils Striking New Window Coverings at Forthcoming Amsterdam Store

We've been covering Apple's forthcoming Amsterdam retail store with interest for some time now, as it will be the company's first location in the Netherlands. While development has been slowed by historic preservation issues, rumors last month suggested that the store could open on February 18.

apple store amsterdam orange 1
Photo from One More Thing

Apple indeed appears to be getting closer to opening the store, as today it unveiled striking new orange window coverings announcing that the location will be "opening soon". Several Dutch sites including One More Thing [Google translation] and iPhoneclub.nl [Google translation] have posted photos of the store.

apple store amsterdam orange 2
Photo from iPhoneclub.nl

Orange is the national color of the Netherlands, while the three vertically-stacked Apple logos are a play on the three crosses found in Amsterdam's coat of arms and which are popularly used to represent the city.


An opening date for the new store remains unknown, with hiring plans and glimpses of the store's interior suggesting that it will not quite meet the previously-rumored February 18 date.

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Top Rated Comments

Exhale Avatar
161 months ago
It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.
Is it, though?
Orange is the national color of the Netherlands, while the three vertically-stacked Apple logos are a play on the three crosses found in Amsterdam's coat of arms and which are popularly used to represent the city.
Score: 16 Votes (Like | Disagree)
iDuel Avatar
161 months ago
It is very odd for Apple to put 3 logos in the same place. This surprises me greatly.
It is to represent the Netherlands' coat of arms. I doubt that Apple would do this anywhere else though.
Score: 10 Votes (Like | Disagree)
Themaeds Avatar
161 months ago
The only window shopping I will be doing in Amsterdam usually involves the color red....not orange
Score: 6 Votes (Like | Disagree)
Frobozz Avatar
161 months ago
That is a really beautiful building. Such presence. Apple knows how to scout great locations, particularly in foreign countries.
Score: 5 Votes (Like | Disagree)
World Citizen Avatar
161 months ago
Yeah Finally, a real Apple store in Nederland!

Do we like orange?



But who does not...
Score: 4 Votes (Like | Disagree)
Vayne Avatar
161 months ago
It will also sport a nice piramid..

Source: iPhoneClub


And of course a glass staircase..

Source: OneMoreThing
Score: 3 Votes (Like | Disagree)