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Apple is finally opening up a store in Brooklyn — and it looks just like you imagine it would

It’s Apple’s first retail location in the borough of 2.6 million people.

Outside the new Apple store in Williamsburg.
Outside the new Apple store in Williamsburg.
Noah Kulwin

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.

The front of the store facing Bedford Ave. Noah Kulwin
Here are the kindergartner-sized stools that journalists sat on for a brief presentation about the store.
Here are the kindergartner-sized stools that journalists sat on for a brief presentation about the store.
Noah Kulwin
Look at that handsome brick. Damn.
Look at that handsome brick. Damn.
Noah Kulwin
Hopefully these iPhones won’t sell too quickly, lest they melt those steel beams.
Hopefully these iPhones won’t sell too quickly, lest they melt those steel beams.
Noah Kulwin
“What if Escher but in Brooklyn?”
“What if M.C. Escher but in Brooklyn?”
Noah Kulwin
Apple staffers were really excited about the brick, the “warehouse lighting” and the “acoustic timber” used for the ceiling.
Apple staffers were really excited about the brick, the “warehouse lighting” and the “acoustic timber” used for the ceiling.
Noah Kulwin

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.

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