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The Future Of The Apple Store Is Trees

The Genius Bar is a Genius "Grove" now.

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According to Angela Ahrendts, Senior Vice President of Retail for Apple, this new store represents "the future of Apple retail."

Nicole Nguyen / BuzzFeed

Ahrendts used to be the CEO of Burberry, which is probably why she was wearing a sick trenchcoat.


The first stop of our tour was "The Forum," a 35-foot wide 6k video wall with cube seating for various events like game nights, teaching sessions and music video premiers.

Nicole Nguyen / BuzzFeed

There were balls next to the cubes, but it was not clear whether or not they were for sitting.

The leather part of the cubes can be pulled out to make more seating.

Nicole Nguyen / BuzzFeed

The leather cubes are not as comfortable as the wooden cubes though, because those have an imprint for your butt.

The designers renamed the Genius Bar the Genius Grove, because bars are "noisy and loud" and the company is trying to make the experience "beautiful," "calming," and "inviting," Ahrendts said.

Nicole Nguyen / BuzzFeed

When you go get your Mac or iPhone fixed, you'll meet with an Apple "Genius" amongst local trees that live inside.


There are even more trees outside in the new part of the store called "The Plaza," where people can go to get free Wi-Fi, chill, and listen to acoustic performances 24/7.

While this is the first public plaza, Apple says others will be found at their "most significant stores."

Another new part of the store is called "The Boardroom," and you'll probably never get to see it.

Nicole Nguyen / BuzzFeed

It's for small and medium businesses, entrepreneurs, and developers to meet with the store's business team for training.


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