The Brickell City Centre location adds Miami to the shortlist of cosmopolitan cities that are home to Apple’s latest store design, which premiered last year in San Francisco.
Apple Store Brickell City Centre keeps the sleek and minimalist look of older models, with a 13-foot floor-to-ceiling glass storefront that blends the inside with the outside. It’s what’s inside, however, that gives Windows-phobic people more reasons to visit than troubleshooting at the Genius Bar.
A newly incorporated space called the Forum features a 6K video wall and modular seating for educational workshops, game nights, and digital entertainment events featuring digital creatives, tech experts, artists, and musicians.
The Avenue replicates the experience of shopping at street level, with various windows highlighting themes such as photography, music, drawing, and gaming, and offers customers hands-on interaction with products and applications, all with the assistance of "creative pros," a position Apple created for the new design.
The Boardroom is an intimate space for hands-on advice and training for entrepreneurs, developers, and small-to-medium-size businesses — a fitting addition to the financial and business districts that flank the mouth of the Miami River.
Apple Store Brickell City Centre is also an educational hub of sorts among swanky retail shops. The store offers free daily workshops ranging from Mac basics to iPhone photography. Teachers can bring their classes on educational field trips to work on projects relevant to their assignments. During the summer, kids can participate in the free three-day Apple Camp to learn coding and applications such as iMovie and GarageBand.
The Apple Store reflects the international flavor of the area: It'll open with 100 multilingual employees, about half fluent in Spanish collectively they speak nine languages. None of them, no doubt, will have a sad Mac face.
Apple Brickell City Centre
Opens at 10 a.m. Saturday, March 25, at 701 S. Miami Ave., West Block, second floor, Miami; 786-843-4350; apple.com/retail/brickellcitycentre.