- Apple is opening a new retail store in downtown Los Angeles on Thursday.
- The location is an historic theater the iPhone maker converted over a three-year period.
- The company shared an early look of the space that will greet customers when doors open.
- See more stories on Insider’s business page.
Apple offered an early look at its newest retail store location at the historic Tower Theater in downtown Los Angeles before it opens to the public on Thursday.
The project was first announced almost three years ago, and the renovation involved manually removing layers of paint and delicately restoring architectural features that are nearly a century old.
“At every corner, Los Angeles bursts with creativity across the arts, music, and entertainment, and we are thrilled to build on our relationship with this special city,” Apple’s senior vice president of Retail + People, Deirdre O’Brien said in a statement. “Apple Tower Theatre honors the rich history and legacy of this entertainment capital.”
Renowned motion-picture theater architect S. Charles Lee designed the space, including several cinematic and classically inspired flourishes.
The theater closed in 1988 and was largely unused apart from serving as a set for films like Coyote Ugly and The Gangster Squad.
Source: Los Angeles Theatres
The theater’s original seats were removed for one production years ago, and now the main floor is home to Apple’s latest gadgets.
The design team used techniques like laser modeling and forensic paint analysis to document and restore every inch of the building.
Each pane of stained glass and every crystal of the chandelier was individually removed and cleaned before being reassembled.
A presentation screen in the event area is reminiscent of the theater’s original function…
…and the upper balcony now serves as a Genius Bar for personalized help.
Apple declined to share the total cost of the project, but several other theater renovations easily topped $30 million.
The store opens to customers at 10am on Thursday, June 24.