Apple’s first major store redesign under retail senior VP Angela Ahrendts is getting a U.S. field trial in Germantown, Tenn.
Reportedly developed in concert with Apple’s celebrated design chief Jony Ive, the latest iteration features simple wooden cabinets that lend a sparse but homey feel, and a 37-foot video panel that serves as the showroom’s centerpiece.
Housed at the Saddle Creek mall near Memphis, the store is seemingly still under wraps, as the facade bears no signage or logo.
That probably made it an even more enticing target for Fayetteville, Ark.-based Field Agent, a market research firm that sends hundreds of thousands of secret shoppers out into the nation’s strip malls to collect insights and data.
According to one camera-outfitted operative who ventured inside, “The store is very modern. It fits today’s lifestyle well … offers great customer service and a complete Apple experience.”
Her furtive footage reveals a vast glass storefront; wooden display tables (equipped with motion sensors that activate pop-up ports); the typical surfeit of sales associates; the wall-sized video panel; and plenty of dedicated space for Apple Watches, headphones, cases and other accessories.
Have an exclusive look for yourself, courtesy of Field Agent: