Apple has unveiled the look of its latest China store in the heart of Changsha, the retailer’s first outlet in Hunan province. 

Located in the Changsha IFS shopping mall and overlooking the busy Huangxing Rd, Apple Changsha captures customers’ attention with its distinctive double-height exterior. A mirrored coating treatment on the glass blurs the transition from top to bottom and changes appearance during different times of day, or according to the season.

Apple Changsha is the brand’s first store to feature this kind of facade, with the glass sourced sustainably from Tianjin. 

The store interior houses a forum space and a freestanding video wall, home to Today at Apple sessions where customers can learn about Apple’s products.

To mark the launch, Creative Pros will host a tailored session ‘Art Walk: Discover the Colours of Changsha’ next week. 

Display tables and avenues are placed in the center of the store where customers can explore curated Apple products and accessories or receive personal technical support from store staff, AKA geniuses. 

Apple Changsha is scheduled to open this Saturday (September 4). The brand has employed nearly 100 team members at the store. 

“So many of our team members already call Hunan province home, and they are ready to welcome and support their neighborhood at Apple Changsha,” said Deirdre O’Brien, Apple’s senior VP of retail + people.