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Inside Apple's chic new Tokyo store

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

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Apple opened its third retail store in Tokyo today. The ninth in Japan overall, the latest store is located in the leafy Omotesando shopping district, where it shares a street with the likes of Louis Vuitton and Gucci. New retail VP Angela Ahrendts visited Tokyo for the opening, in her first official appearance since joining Apple from her previous position as Burberry CEO. Burberry's own Omotesando outlet is located just a few buildings down and across the street from Apple's new store.

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.

Apple Store, Omotesando, Tokyo


Omotesando's main street is lined with trees. Apple used leafy iconography in its boardings that covered the new store while it was under construction.