Curtain goes up at Apple's Covent Garden store

Imaginative hoarding creates intrigue in Covent Garden

The red curtain hoarding creates a stir in Covent Garden The red curtain hoarding creates a stir in Covent Garden

The much-celebrated opening of Apple's Covent Garden store took place on 7th August 2010. The flagship store contains the full range of Apple products in a magnificent 3-floor store which includes a glass staircase.

The store was shrouded in secrecy, with Apple only officially confirming the opening date one week before on 30th July. The opening brought Covent Garden to a standstill as hundreds of customers queued to see the latest range of Apple's iconic products.

The photograph above was taken just a few weeks before when the fitout within the store was underway. The imaginative hoarding which was 5 metres high featured a red velvet curtain ensuring that a veil of secrecy surrounded what was going on inside.

Street performers were using the 'curtain' hoarding as a fitting backdrop when they entertained the summer crowds in July. Click on the photograph for a closer look.

The Covent Garden store is the 300th Apple store to open and the largest in the world.

Kwik-Klik MD, Tony Doherty, said "It's unusual for a store not to feature its name on a hoarding graphic, but this was a special case and Apple has a strong reputation for doing things differently. The hoarding did a great job of maintaining secrecy and also intriguing everyone who was passing through the busy Covent Garden area."

 

 

Added: Wed 18 Aug 2010