Apple on Tuesday previewed its newest retail space — Apple Tower Theatre — which will be located in the historic Tower Theatre in trendy downtown Los Angeles.
Considered to be one of Apple’s most significant restoration projects to date, the newest store saw the Apple team completely update the interior of the iconic movie house. As Apple’s 26th location in greater Los Angeles, the store will employ nearly 100 retail team members.
“At every corner, Los Angeles bursts with creativity across the arts, music, and entertainment, and we are thrilled to build on our relationship with this special city,” said Deirdre O’Brien, Apple’s senior vice president of Retail and People, in a statement. “Apple Tower Theatre honors the rich history and legacy of this entertainment capital.”
The historic tower was originally home to the first theatre in Los Angeles set up for film with sound, and was designed in 1927 by motion-picture theater architect S. Charles Lee. The theatre closed its doors in 1988 and has remained unused until now.
For the massive restoration project, Apple collaborated with artists, preservationists and the City of Los Angeles to bring the building back to its former glory — with Apple dubbing it a “full seismic upgrade.” The tower is on the corner of Eighth Street and Broadway and will feature a fully restored clock tower, recreated Broadway marquee, clean terra cotta exterior and renovated historic blade sign.
Customers will be transported when they step through the front doors into the monumental lobby inspired by Charles Garnier’s Paris Opera house. There, a grand arched stairway with bronze handrails and marble Corinthian columns will greet them as they make their way to the Forum, which will be home to Today at Apple daily sessions.
The expansive auditorium retains much of the charm of the original theatre design, with arched bays and restored bronze lining the space. The theatre’s original seating on the upper level has been modernized for Genius Bar appointments, while new elevators have been installed to allow customers to reach every level.
In addition to the store’s opening, Apple launched a global initiative called Apple Creative Studios on Tuesday, which will provide hands-on mentorship to inspiring creatives, beginning with the new Los Angeles location.
Apple Theatre Tower opens this Thursday at 10 a.m. PDT.
Check out Apple’s other impressive restoration — Apple Via del Corso, located in a freshly-restored 17th-century palazzo in Rome.
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