Apple Unveils Tower Theatre Store Preserving Stunning Elements From The 1920s

By Alexa Heah, 23 Jun 2021

Image via Apple

This Thursday, June 24, Apple will open the doors to its newest retail location, housed in the historic Tower Theatre in downtown Los Angeles. With the company calling it “one of its most significant restoration projects to date,” you know it will be a sight to behold.

The Tower Theatre was home to the first theater in Los Angeles wired for film with sound, and was designed in 1927 by renowned theater architect S. Charles Lee. Apple hopes to continue that legacy of technological innovation with a full lineup of products currently at the forefront of the industry.

The tech giant teamed up with leading preservationists and restoration artists to re-enhance the theater’s beauty and grandeur, reviving a historic space that was left unused since it shuttered in 1988.

From afar, customers will immediately recognize the theater’s restored clock tower, adorned with a Broadway marquee and historic blade sign.

Image via Apple

Upon walking through the store’s doors, you’ll be blown away by the incredible lobby, inspired by Charles Garnier’s Paris Opera house. It features a grand arched stairway flanked by marble Corinthian columns, making you feel as though you stepped into a European palace.

The store also consists of the Forum, which will be home to the ‘Today at Apple’ program, with free daily sessions led by Apple team members and members of the local creative community.

Customers visiting the store for tech support will be delighted at the waiting space, with the theater’s original seating restored and modernized for Genius Bar appointments.

Alongside the store’s grand opening, Apple will also be launching ‘Today at Apple Creative Studios’, a global initiative to provide mentorship to young creatives, starting with the brand-new store at Tower Theatre.

The Tower Theatre Store joins Apple Via del Corso in Rome, Italy as one of the company’s retail efforts to pay homage to architectural heritage. The Rome store, which opened last month, retains the old Palazzo Marignoli’s grand staircase from 1888 while keeping an interior enveloped in marble.