Redesigned Apple Amsterdam Arrives October 24 Featuring Today at Apple film Sessions
Apple’s grandest store in the Netherlands is returning with a renewed purpose on October 24 after months of extensive upgrades and restoration. The redesigned Apple Amsterdam will feature a Forum and video wall for Today at Apple, and a special creative collaboration to celebrate.
Major upgrades in Amsterdam began in March, when temporary walls were set up to partition off the multi-level store and atrium for renovations. The store has remained partially open throughout the process. Like Apple’s other historic renovation projects, care has been taken to retain the character of Apple Amsterdam’s architecture while adding elements of the company’s latest store design. Look no further than Apple Covent Garden, where Avenue display shelving and a video wall were added alongside the building’s original brickwork.
As final construction wraps up, Apple is preparing an exciting lineup of Today at Apple sessions for the store hosted in collaboration with Eye Film Museum, a prominent museum and cinematography archive based in the Netherlands and dedicated to preserving and restoring Dutch and foreign films.
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