First look into the Apple store at Battersea Power Station

15th June 2023 | Dominic Millar

Apple’s 40th UK store opens its doors at London’s Battersea Power Station today (15th June). The Completely Group’s CEO, Dom Millar, was amongst the lucky guests who had a sneak preview last night.

Well placed among the luxury brands at Battersea Power Station, Apple’s latest store sits on the ground floor of Turbine Hall A.

With a jaw-dropping new 500,000 sq ft UK headquarters also based upstairs over six floors, Apple have well and truly cemented themselves within the rapidly emerging Battersea Power Station community.

The event last night was fittingly aimed at their new neighbours; local businesses with Apple users, and future Apple users.

The new London store feels familiarly Apple, and as with most of their stores it uses elements of the original building sympathetically. But the underlying design here is the first of a new format store in the UK and includes some nice touches.

There’s a separated ‘feature area’ for new and upcoming products. The Genius Bar and consultation tables are at a range of heights to make the Apple Store experience more accessible for customers.

I was also told the beautiful flooring is actually a plant-based product which is not only recyclable, its ‘bouncy’ feel is kind on the Apple team’s hardworking feet!

And the customer experience? Of course, this was a launch event, but the Apple team’s seemingly endless product knowledge and enthusiasm is, as always, stand-out. Apple Battersea is certainly a great addition to Battersea Power Station’s already stellar line-up.

Representatives from over 100 SMEs gathered to hear guest speakers, including Marsha Chantel de Cordova, MP for Battersea, speak about supporting the community’s entrepreneurs.

There was also a case study of a thriving Apple-using brand as London-based Chai Guys founders Abhilash Jobanputra and Gabriel Unger took to the stage.

They started out in early 2020 and spoke about how Covid both initially killed but subsequently catapulted their business. It’s great to hear that they are looking to open their 3rd and 4th stores in Fitzrovia and Notting Hill later this year. A brand to watch on the Soapbox at Completely Retail Marketplace perhaps?


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