Apple has “quietly reaffirmed its interest in augmented reality,” our contributor David Phelan writes after a visit to the company’s newest flagship store in London.
After all, Brompton Road is a hop, skip and a jump from London’s Hyde Park . So, the theme of horticultural excellence is everywhere.
At the back of the store is another Apple specialty, the Forum, for Today at Apple events. This is the first Forum to have a mirrored ceiling, which adds to the brightness and lightness of the store.There’s another first, the floor. This is the first Apple Store, anywhere in the world, to have a new kind of terrazzo flooring, designed to be sustainable: it’s made of a plant-based bio resin. It looks great, cool without being offputtingly cold, slick without being slippery.
Back to AR. The huge video wall at the back of the store will be running full pelt for the global launch of “United Visions,” an augmented reality experience based around the second most famous poem by William Blake, The Tyger. The most famous, since you ask, is Jerusalem. I saw it in action at Apple Brompton Road, though, of course, you can look at it anywhere on an iPhone or iPad, and it’s pretty awesome.
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