Apple to open huge new Chadstone store, complete with grove of native trees

An artist’s impression of the new Apple store to open at Chadstone on November 24. Picture: Apple

THE Apple products won’t fall far from the tree when the US tech giant opens a “reimagined” store at Chadstone next Friday, November 24.

Triple the size of their current Chadstone address, the huge new space will be the first Australian store with Apple’s updated shop fitout, launched at a San Francisco store last May.

Features of the store in Melbourne’s east include a Genius Grove, where customers can wait among native ficus trees for technology help, dramatic 4.2m bronze doors and a seasonally themed “boulevard” of window displays.

Apple senior vice president of retail Angela Ahrendts said Melbourne would lead the way for the rest of the country.

“We’re thrilled to open Apple Chadstone in a stunning new location and introduce Australians to our latest store design,” she said.

“We look forward to continuing to build on our 22 stores in Australia.”

The store will also feature a space dubbed “The Boardroom” for Apple business specialists to meet and train small and medium business customers, entrepreneurs and developers.

Angela Ahrendts talks with an employee at the updated San Francisco flagship store. Picture: Justin

Apple Chadstone opened in 2008 with 69 employees and in the new store that number will grow to more than 240. Seven of the original team members remain.

Technology commentator Stephen Fenech, who has visited new stores in the US, said Apple wanted to keep innovating in the retail space.

“Apple just want to keep the store experience fresh,” he said.

They want to give it a different look and feel without changing the DNA of what they are going for.

“They are all about community involvement without having to do the hard sell, with the sale just a by-product of the community feel.”

The announcement comes just days after Apple and RMIT announcedanother first for Australia in Melbourne with an university course specifically designed to teach adults how to code apps.