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Inside Apple's chic new Tokyo store

Former Burberry CEO on hand to reinforce Apple's luxury image

The Omotesando location features a stunning design first seen in the new Stanford, California store that Tim Cook highlighted during the iPhone 5S announcement keynote: three glass walls with a flat metal roof that protrudes onto the street. Unlike the small Stanford store, however, Omotesando has a basement level accessed by a trademark glass spiral staircase.Apple's other two Tokyo stores are in hip Shibuya and swish Ginza. Omotesando is somewhere between those two areas in status — a firmly upscale, expensive district with a younger demographic. It's also known for its incredible modern architecture, with labels like Tod's, Dior, and Prada constantly attempting to one-up each other with innovative building designs. The new store opening sees Apple further its image as a luxury brand to be spoken of in the same conversation as the world's most renowned fashion houses.

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