The Shibuya Apple store in Tokyo has reopened today with striking modern styling, coinciding with the release of the iPhone XR. The new four-storey design features dramatic natural lighting and a new spiral staircase, described as “stunning” by local media. The store, which reserves substantial space for back-of-house activities, took 11 months to transform, during which time two further stores were opened in Japan.
The original Shibuya store, which opened in 2005 as the fourth in Japan, was also well-known for its distinctive spiral staircase, reflective of Apple’s retail aesthetics at the time. The new design is closer in look to that of the Steve Jobs Theatre.
Comparing the original design with the revamp offers a unique perspective into Apple’s evolving retail architecture. The earlier version of the store, optimised for the iPad era, has been enlarged vertically rather than relocated to more expansive premises, indicating the importance to Apple of the location over the venue’s suitability for the brand’s contemporary retail features such as its video wall, which is conspicuously absent in Shibuya.
