Apple Shares Details on Planned Tower Theatre Flagship Store in Los Angeles

Apple has long been rumored to be working on plans for an Apple Store at the iconic Tower Theatre in Los Angeles, and today, Apple shared details on the upcoming location with the Los Angeles Times.

According to Apple, the Tower Theatre store will be one of the world's most prominent Apple retail locations when it is completed, with the company planning to entirely overhaul the interior of the building to turn it into retail space and an interactive community area.

appletowertheatrerenovation
In a rendering shared by Apple, the Tower Theatre store preserves the ornate Renaissance Revival style of the interior of the theatre for an Apple Store that will indeed be one of the most unique. The building, which features French, Spanish, Moorish, and Italian elements, was built to mimic the Paris Opera House.

The Tower Theatre is in disrepair, though, and the area around it has become outdated, leaving the building's owners and city council members eager for Apple's revitalization efforts. Apple is using the original Tower Theatre blueprints and photographs to restore original theatre elements like murals, decorations, and the leaded-glass window over the entrance.

losangelestowertheatre
BJ Siegel, senior director of retail design at Apple, told the Los Angeles Times that Apple was inspired by the Tower Theatre's history and many of its firsts -- it was one of the first air conditioned buildings in Los Angeles.

"All of that cool technology inspires us because we are a technology company and we are bringing new technology to the place," Siegel said.

According to Siegel, while many people picture Apple retail stores as "big glass boxes," that's not true of all stores the company designs. Other similar stores include Covent Garden, the Opéra store in Paris, Apple Kurfürstendamm in Berlin, Apple Amsterdam built in the famous Hirsch building, Apple's Grand Central store in New York, and the planned Carnegie Library store in Washington, D.C.

The Tower Theatre location will be very different than other Apple retail stores in Los Angeles, says Siegel, describing it as "in the upper echelon of what Apple does."

Siegel expects some events at the upcoming store to draw hundreds of people, while other events will be planned for smaller groups. Apple will use part of the store for its Today at Apple sessions, where it provides tutorials and help with various Apple products, along with seminars and programs for children.

Apple is aiming to file plans with the city this week to gain approval for its planned renovation of the location.

Top Rated Comments

diego Avatar
41 months ago
This is a huge disfavor for the historic theatre. I can't think of a less suitable location for a retail store than this space. So sad that a local, independent theatre company was not able to get this property.
Score: 23 Votes (Like | Disagree)
barkomatic Avatar
41 months ago
This is a huge disfavor for the historic theatre. I can't think of a less suitable location for a retail store than this space. So sad that a local, independent theatre company was not able to get this property.
I agree it would have been better if a local theater company had the millions of dollars required to restore the building and pay for its upkeep and productions. Even some of the Broadway theaters in New York with shows that have $3000 tickets get a little shabby.

Apple at least is trying to preserve the best features of the building which would not be the case if the place were used as a warehouse or simply torn down for glass condo building. This renovation will allow the building to survive for much longer and maybe one day in a time when the arts are valued again it could more easily converted back to a theater.
Score: 23 Votes (Like | Disagree)
CPark98 Avatar
41 months ago
Too garish for my taste. It's a phone company. Start acting like it.
Preserving history in a respective manner is garish? An Apple Store in this style should not be surprising given Apple's focus in blending fashion, technology, and the arts. The theatre has been abandoned for three decades now, and its great to see that it is finally being given a new life.
Score: 14 Votes (Like | Disagree)
lkrupp Avatar
41 months ago
I vividly remember the early days when Apple was shoved to a dark corner in the back of many electronics retailers, places like Best Buy, CompUSA, Circuit City, Ultimate Electronics. Then there were the independent Apple dealers in town, some good, many bad. Sears once carried an Apple II clone, the Franklin. Many Apple fans chafed at the poor treatment of Apple products by retailers. Many of us hoped Apple might finally have taken enough guff from these places and open their own stores.

When Steve Jobs announced the first Apple stores were coming marketing and retail experts literally fell out of their chairs laughing. Fast forward to today and they’re not laughing anymore. For years now Apple stores have generated more revenue per square foot than any other retailer. And their stores are the envy of marketing gurus the world over.

So add that to the list of reasons AAPL will probably close above $1trillion market cap today.
Score: 12 Votes (Like | Disagree)
rjlawrencejr Avatar
41 months ago
Many of you criticizing Apple’s plans come across as naive, pedantic, or just uninformed (and more than likely unfamiliar with Los Angeles). Should I remind you all, this was at one time a MOVIE theatre, for goodness sake - i.e. a retail establishment, not a live performance venue (not to mention, you already have a number of live stages in close proximity). There was/is nothing sacrosanct about this place outside of ornate design and its historic status which protects it from demolition. In its heyday, first-run motion pictures made by the large Hollywood studios was what they offered for sale. The whole reason it was abandoned was a reflection of the changing habits of consumers who no longer needed to come to Downtown LA for their shopping or entertainment needs and instead began to first frequent the area’s many drive-in theaters and later the large proliferation of multi-screen venues. A great many of the theaters along Broadway went dark and then saw new life as retail stores or houses of worship.

The way some of you reacted, you would think Apple was muscling out a bunch of independent businesses to build a retail Taj Mahal.

That Apple is now planning on moving into the space is merely a recognition of the fact that the population of Downtown LA has exploded in the past 20 years. This is not the same downtown I knew as a kid growing up in the late 70s and early 80s when downtown was primarily a place where you worked. But with 10s of thousands of residents in addition to the thousands who come in to work each day, as well as USC being nearby, building out a retail location is essentially a no-brainer. I will also add the long abandoned May Company/Hamburger’s department store building across the street is also undergoing a major transformation.

In my 51 years I can’t ever recall seeing moviegoers at this particular theater. Not only that, spaces get repurposed all the time. Grocery stores become office buildings. Bowling alleys become coffee shops. Movie theaters transform into houses of worship. Surely you are not saying if building X is built for a particular a particular purpose it must remain that way perpetually? Given that downtown already has large multi-screen venue at LA LIVE, believe me, (and as MRR explained regarding the economics of movie theaters today) there was little to no chance it was going to see life as a movie theatre ever again.
Score: 11 Votes (Like | Disagree)
Stridder44 Avatar
41 months ago
This is a huge disfavor for the historic theatre. I can't think of a less suitable location for a retail store than this space. So sad that a local, independent theatre company was not able to get this property.
You are beyond delusional if you truly believe this. I can only assume you have never been in the area, because anyone who has would say this is an excellent move for both Apple, the surrounding area, and of course the building itself (Apple has a history of restoring old buildings wonderfully).
Score: 10 Votes (Like | Disagree)

Top Stories

calculatorapp

iOS 11 Bug: Typing 1+2+3 Quickly in the Calculator App Won't Get You 6

Tuesday October 24, 2017 2:03 pm PDT by
A bug in the built-in Calculator app in iOS 11 is getting some major attention this week, despite the fact that it's been around since iOS 11 was in beta testing. At issue is a calculator animation that causes some symbols to be ignored when calculations are entered in rapid succession. You can try it for yourself: Type 1+2+3 and then the equals sign into the Calculator app quickly. Due to...
gradiente iphone white

Brazilian Electronics Company Revives Long-Running iPhone Trademark Dispute

Tuesday May 19, 2020 1:06 pm PDT by
Apple has been involved in a long-running iPhone trademark dispute in Brazil, which was revived today by IGB Electronica, a Brazilian consumer electronics company that originally registered the "iPhone" name in 2000. IGB Electronica fought a multi-year battle with Apple in an attempt to get exclusive rights to the "iPhone" trademark, but ultimately lost, and now the case has been brought to...
iPhone 13 Dummy Thumbnail 2

Full iPhone 13 Feature Breakdown: Everything Rumors Say We Can Expect

Tuesday August 31, 2021 7:50 am PDT by
With the launch of Apple's iPhone 13 lineup believed to be just a few weeks away, we have compiled all of the coherent rumors from our coverage over the past year to build a full picture of the features and upgrades coming to the company's new smartphones. For clarity, only explicit improvements, upgrades, and new features compared to the iPhone 12 lineup are listed. It is worth noting that...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
maxresdefault

New MacBook Pro Models Coming at WWDC, Suggests Leaker

Monday May 24, 2021 1:27 pm PDT by
New MacBook Pro models are coming at WWDC, according to leaker Jon Prosser who has a mixed track record when it comes to predicting Apple's plans. Subscribe to the MacRumors YouTube channel for more videos. Prosser provided no additional information, but there are new 14 and 16-inch MacBook Pro models in the works. The new MacBook Pros will feature the most radical redesign to the MacBook Pro ...
omg lightning cable comparison

Security Researcher Develops Lightning Cable With Hidden Chip to Steal Passwords

Thursday September 2, 2021 6:59 am PDT by
A normal-looking Lightning cable that can used to steal data like passwords and send it to a hacker has been developed, Vice reports. The "OMG Cable" compared to Apple's Lightning to USB cable. The "OMG Cable" works exactly like a normal Lightning to USB cable and can log keystrokes from connected Mac keyboards, iPads, and iPhones, and then send this data to a bad actor who could be over a...
iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived last October in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone 12...
Top Stories 75 Thumbnail

Top Stories: Last-Minute iPhone 13 Rumors, Apple Announces App Store Changes, and More

Saturday September 4, 2021 6:00 am PDT by
The finish line is in sight! Apple's annual iPhone event is likely just a week or so away and all eyes will be on the company as it unveils the next version of its most popular product line. With any luck, we'll also see the next-generation Apple Watch and perhaps even some new AirPods. Other news this week saw Apple making some more changes to its App Store policies in response to a...
M1X MBP Feature

Leaker: Upcoming MacBook Pro to See Price Hike Over Current Model, Equal Performance Across 14 and 16-Inch Sizes

Tuesday August 24, 2021 5:28 am PDT by
The upcoming 14-inch MacBook Pro is set to be more expensive than the current 13-inch MacBook Pro and both the 14 and 16-inch models will offer the same performance, according to the leaker known as "Dylandkt." The leaker shared the information on Twitter, explaining that both of the upcoming MacBook Pro models, expected to come in 14 and 16-inch sizes, will feature the same performance due...