On Saturday, Apple’s long-awaited retail foray into Brooklyn will open its doors to the public.
A few blocks away from Williamsburg’s Bedford L subway stop, the company’s 247 Bedford Ave. outpost is Apple’s first official retail location in the borough of 2.6 million people. (If Brooklyn were its own city, it would be among the five largest in America, between Chicago and Houston.)
Recode was on hand for a special preview for journalists. We were ushered in at around 10 in the morning on a hot Thursday morning, and a few dozen Apple staff members gave us a round of applause as we walked in. Veteran journalists said this wasn’t uncommon, but it was still pretty weird.
Across the street from Apple’s new spot is another store that opened this week, and it’s probably an even bigger deal for the neighborhood: A massive Whole Foods, replete with everything you would stereotypically associate with Brooklyn hipsterdom (one source described the Whole Foods to Recode as “more extra than an issue of the New York Post”).
But Apple’s new store is handsome and well air-conditioned, and it has great Wi-Fi. It’s part of the new set of store layouts that Apple retail exec Angela Ahrendts is rolling out worldwide, beginning with the San Francisco Union Square location it officially opened in May.
Below are some photos we took inside the Williamsburg store. There is a lot of brick and concrete.
One last thing. Journalists were given a swag bag with a T-shirt in it before we left the store. Here’s what it looks like:
This article originally appeared on Recode.net.