December 1, 2021
PRESS RELEASE
Apple Rosenthaler Straße opens on Thursday December 2 in Berlin
Apple showcases Berlin’s creativity and diversity with special Today at Apple programming from local illustrators
BERLIN, GERMANY Apple today previewed Apple Rosenthaler Straße, the first Apple Store in Berlin’s Mitte district. Located in the east of the capital, Apple Rosenthaler Straße makes it easy for customers to discover new products just in time for the holidays and to develop their skills to take their creativity to the next level.
“We are delighted to open our second store in Berlin, right in the heart of Mitte,†said Deirdre O’Brien, senior vice president of Apple Retail + People. “Blending Apple’s exceptional technology and tools with the creative passion we share with this community gives us the opportunity to create something truly special for our customers in Germany. “
As part of the opening, Today at Apple will host artists from Berlin from the illustrator collective Parallel Universe. Each artist will draw their unique vision of Mitte’s creative mind live on iPad Pro. Apple will host a range of artists and creators displaying their distinctive perspectives on the local community, including visual artists Zebu Ruohan Wang. Customers can find Today at Apple programming at: apple.co/Berlin.
Scheduled for next year, Berlin will also host the planned expansion of Today at Apple Creative Studios. Creative Studios is Apple’s global initiative that provides career development mentorship, industry professional skills training, tools and creative resources to underrepresented communities. Apple will work closely with local nonprofits and community organizations to connect young people with mentors and artists established across Berlin to nurture and develop their creative talents.
The new shopping destination is located near the vibrant Hackesche Höfe district, surrounded by design companies, art studios and some of Berlin’s historic sites. Upon entering the store, visitors will discover the uniquely designed seven-meter-high floor-to-ceiling windows and towering trees. Customers can explore Apple’s latest line of products and services on tables and avenues, which now includes Apple Fitness + after its launch in Germany.
Upon entering the interior, customers will immediately discover the Forum and Video Wall, which houses free Today at Apple sessions. Led by Apple Creative Pros, these daily sessions provide creative inspiration, teach hands-on skills, and help customers go further with their products. Across the store, customers can get purchase assistance from Apple Specialists and learn more about monthly finance options or Apple’s trade-in program. The new dedicated Apple Pickup zone, the first of its kind in Europe, makes it even easier for customers to collect their products ordered online. Like all Apple facilities around the world, Apple Rosenthaler Straße will run entirely on 100% renewable energy.
For 40 years, Apple has operated in Germany and has more than 4,000 team members spanning roles in retail, engineering and operations. Apple opened its first store in Berlin, Apple Kurfürstendamm, in 2013. Apple Rosenthaler Straße has over 130 highly skilled team members, who collectively speak many languages, including German, English, French, Polish , Russian, Cantonese, Farsi, Arabic and Swahili.
Apple Rosenthaler Straße opens on Thursday, December 2 at 10:00 a.m. CET in Berlin. On opening day, customers can schedule an appointment for a store and shopping presentation only. The store will open with limited capacity and social distancing in place. Starting December 3, the store will offer walk-in tours, Apple pickup, and Genius support and purchase with a specialist. The store will open with the same sanitary measures for visitors seen at all retail destinations in Berlin, including proof of 2G status, mask requirement and social distancing. To make a reservation, customers can visit apple.com/de/retail/rosenthalerstrasse.
About Apple
Apple revolutionized personal technology with the introduction of the Macintosh in 1984. Today, Apple is the world leader in innovation with iPhone, iPad, Mac, Apple Watch and Apple TV. Apple’s five software platforms – iOS, iPadOS, macOS, watchOS, and tvOS – deliver seamless experiences across all Apple devices and provide users with revolutionary services including the App Store, Apple Music, Apple Pay, and iCloud . Apple’s 100,000+ employees are dedicated to making the world’s best products and leaving the world a better place than we found it.
Press contact
Julius Kirchenbauer
Apple
+49 30 403658339
Pia Fontes
Apple
+44 7890 058 591
Apple Media Support Line
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