Last week, the Beijinger’s Tom Arnstein snapped a few pics of the new Apple store in Taikoo Li Sanlitun, which the tech giant set up to replace its old flagship store. That previous location and its all-glass façade became an icon of modern Beijing when it opened 12 years ago, but last night it closed for good, making room for the new store to welcome customers this morning.
Surprising no one, brand loyalists have already flocked to the store, forming huge queues and earning bragging rights – if being at an Apple store on its opening day is something worth bragging about.
Prior to the opening, there was some question as to whether the colorful mural at the front of the store would be permanent or whether it was simply a mechanism to hide the secrets that lie behind. (Hint: the secret was tables with phones on them). Now that the store is open, the colors have been removed, but the pattern remains, allowing onlookers to peer into the two floors of the store.
The bottom floor serves as the main display area, where blue-shirted Geniuses mosey around, offering their unparalleled product expertise. The second floor will also have some display tables, but it largely serves as the Forum, a place where customers can attend Today at Apple presentations – think church for iPhone users. (Whether or not attendees will sing hymns in praise of Steve Jobs has yet to be confirmed).
According to this morning's press release from Apple, the store not only runs on clean energy but is the first retail store in China to be powered by its own array of solar panels installed on the building's roof.
Customers will, of course, have to show their Health Kit app in order to enter the store, but if you would rather enjoy the view from the outside, you can do so by popping a squat under the sophora japonicas – the official tree of Beijing – which are lined up along the west terrace.
In all, the world-class design of the building makes the new Apple store as fine a monument to consumer culture as the old one. Happy shopping, Apple fans.
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Images: Apple
Oh golly gee! How can I be a brand loyalist? Pledge the Apple? Tatto Steve Jobs face on my butt? Kill my parents? Because brand loyalty is all we got left since God died along with the day music did. Puh-leeze, how does one demonstrate brand loyalty?! Make hajj to the nearest outlet? What is the occult secret that gets me in the club?
Hajj is not made, it's perfomed. 
