Apple's Beautiful New Store in Brussels Opens to Long Lines and Fanfare

Apple celebrated the grand opening of its newly designed Apple Store in Brussels today with much fanfare, ranging from CEO Tim Cook tweeting to long lineups and media forming around the entrance prior to the doors opening. The store is the first located in Belgium at Avenue de la Toison d'Or in a busy shopping area.

brussels_hero
The new Apple Store is the first to feature a next-generation Jony Ive-inspired design with large and virtually seamless curved glass panels on the facade, light boxes extending the length of the ceiling, indoor trees, touch-sensitive sequoia wood tables, new wooden shelves for Beats headphones and other accessories, and a massive digital screen at the back of the store for product marketing.

Apple blog One More Thing was on hand for the Apple Store grand opening in Brussels today and recorded some exciting footage as the doors opened. As with many other grand openings, the day started with a countdown among the hundreds of people lined up outside the store, at which point the doors opened and customers were cheered on by retail employees as they entered.


Apple recently shared a new video that highlights the work of several comic artists in Brussels, which is known for its tradition of comic art, to celebrate the grand opening. The store is open on Monday-Saturday between 10 AM and 7 PM local time and offers a Genius Bar, Workshops and other regular services.

(Thanks, Jan!)

Related Roundup: Apple Stores

Top Rated Comments

Apple Knowledge Navigator Avatar
73 months ago
These opening days are just cringeworthy. Capitalism at it sweetest.
Score: 11 Votes (Like | Disagree)
Even Longer Avatar
73 months ago
This store is very beautiful indeed.

Like the design, but those should be apple trees, so that everybody sitting underneath could feel like Newton, being hit by such fruit eventually...

Benches below such tree should also be called "genius benches". ;)
Score: 7 Votes (Like | Disagree)
fel10 Avatar
73 months ago
Its weird how some people act like Apple is a religion. Kind of creepy.
Score: 6 Votes (Like | Disagree)
Goldfrapp Avatar
73 months ago
The trees make it oh so cozy inside. I don't think I'd ever want to leave the store. Add a couch, a TV, wine, popcorn, and it'd be Paradise.
Score: 4 Votes (Like | Disagree)
Lycanthrope Avatar
73 months ago
I was there today with wife and kids, couldn't pass-up the opportunity to be there on the opening day of the first store in Belgium! We had to queue for an hour, 11:05 - 12:05 - but after that the queue diminished dramatically - probably because it was lunchtime.

Having never seen any Apple Watches, we wanted to take a look as my wife's interested to get one and we were impressed - much nicer that I imagined they would be; wifey wants the new rose Sport, I really liked the black Watch. Bizarrely, they didn't have any for sale, only display/demo; no stock and no launch date. Personally I find that really weird - they're not selling so well, why not make them available in more countries sooner?

Anyway, we enjoyed the experience and the staff were really friendly - which makes a really nice change from the norm in Belgium.

There was a tunnel of staff, cheering, singing and high-fiveing everyone going it - that was big fun, but very noisy and a bit tiring when you'd been in the store for a while.

They gave out a pack of post-cards by Belgian artists with "Apple Store Brussels" printed on the box - I guess that's a memento for the opening day.
Score: 2 Votes (Like | Disagree)
justperry Avatar
73 months ago
N
Bruxelles*
No, this is a site where English is used, so Brussels it is.;)
Score: 2 Votes (Like | Disagree)

Top Stories

samsung experience 1

Samsung's 'iTest' Lets You Try a Galaxy Device on Your iPhone

Thursday April 8, 2021 12:42 pm PDT by
Samsung has launched "iTest," an interactive website experience that's designed to allow iPhone users to test out Android on a Galaxy device, or "sample the other side," as Samsung puts it. Subscribe to the MacRumors YouTube channel for more videos. The iTest website is being advertised in New Zealand, according to a MacRumors reader who came across the feature. Visiting the iTest website on...
sonny 2021 ipad mini pro dummies

Leaked Dummy Units Show iPad Mini 6 With Thick Bezels and Home Button, New iPad Pro Models

Thursday April 8, 2021 2:11 am PDT by
Rumors suggest Apple will release refreshed versions of the iPad mini and iPad Pro models in the first half of this year, potentially as soon as this month, and a new leak today has provided us with a possible preview of what to expect in terms of the devices' overall design and camera prospects. Tech leaker and Apple blogger Sonny Dickson this morning shared images on Twitter showing dummy ...
fake airpods 3

Counterfeit 'AirPods 3' Hit the Market Prior to Official Announcement

Friday April 9, 2021 2:45 am PDT by
Apple is expected to launch the third iteration of AirPods in the third quarter of this year. Rumors and reports suggest the new AirPods will feature an updated design more in line with the AirPods Pro, but lacking in "Pro" features such as active noise cancellation. Despite AirPods 3 not yet being officially announced by Apple, counterfeit products of the unreleased earbuds have already hit ...
iMessage Android featured

Apple's Rationale for Not Bringing iMessage to Android Revealed in Legal Documents

Friday April 9, 2021 2:22 am PDT by
It's no secret that Apple sees iMessage as a big enough selling point to keep the service exclusive to Apple devices, however new court filings submitted by Epic Games in its ongoing lawsuit with the company reveal just how Apple executives have rationalized their decision not to develop a version of iMessage for Android. Apple clearly recognizes the power that iMessage has to keep users...
nba tracking prompt orange

Two-Thirds of iPhone Users Expected to Block Ad Tracking

Friday April 9, 2021 7:19 am PDT by
As many as 68 percent of iPhone users are expected to deny advertisers permission to track them thanks to Apple's App Tracking Transparency feature, in what is beginning to look like a significant blow to the advertising industry (via AdWeek). With the launch of iOS 14.5, apps will have to receive explicit user permission before accessing an iPhone's advertising identifier or IDFA, which is...
iPhone 13 Battery Life Feature

DigiTimes: iPhone 13 Pro Models to Feature 120Hz ProMotion Refresh Rate and 15-20% Less Power Consumption

Friday April 9, 2021 12:52 am PDT by
The two premium "Pro" models of the upcoming iPhone 13 lineup will be equipped with a low-power LTPO display, enabling the iPhones to have a 120Hz refresh rate, according to industry sources cited by Taiwanese publication DigiTimes. According to today's paywalled report, Apple suppliers Samsung and LG Display are in the process of converting parts of their production capacity to produce LTPO ...
ehric

iPhone 12 Mini Missing From Top 5 Best Selling Smartphone List of January 2021

Friday April 9, 2021 4:58 am PDT by
According to market data compiled by Counterpoint Research, Apple's smallest iPhone since the 2016 iPhone SE, the iPhone 12 mini, struggled to obtain a spot in the top five list of best-selling smartphones in January of this year. According to the market data, the iPhone 12 mini came in eighth place for the best-selling smartphone worldwide in the first month of the year. However, the iPhone ...
Top Stories 56 Feature

Top Stories: 'Find My' Expansion, iPhone 13 Pro Mockup, Largest-Ever iMac?

Saturday April 10, 2021 6:00 am PDT by
Apple's AirTags may still be nowhere to be seen nearly two years after signs of them were first discovered, but Apple this week launched its Find My network accessory program that will let third-party devices integrate with the Find My app on Apple's platforms to make it easy to keep track of your items. This week also saw fresh rumors about the upcoming "iPhone 13" and new iMacs, while...
fortnite apple featured

Epic's Case Against Apple in Australia Might Be Over

Friday April 9, 2021 12:21 pm PDT by
Epic Games and Apple are involved in a highly public lawsuit in the United States, but Epic has also sued Apple in other countries, including Australia, in an attempt to boost its chances of getting a favorable ruling. Things aren't quite going Epic's way, however, as the justice overseeing the case today decided that he's going to let the two companies battle it out in the United States. ...
Apple TV Ray Light Teal Film

Apple Wants to Draw Subscribers to Apple TV+ With More Feature Films

Friday April 9, 2021 10:27 am PDT by
Apple is ramping up its efforts to produce feature films, according to a new report from The Information. Apple has a limited number of high profile films already, including "Palmer," "Cherry," and "Greyhound," and sees it as a way to draw more people into Apple TV+. Apple has been telling studio executives that it is aiming to do more than 10 to 12 original movies per year for Apple TV+,...