Ahead of the grand opening of Apple’s first retail location in Thailand this Saturday, November 10th, a new interview has shed more light on Apple’s thinking and goals for the project. Following last week’s special event at The Brooklyn Academy of Music, Thai YouTuber Ceemeagain Chatpawee sat down with retail SVP Angela Ahrendts in Williamsburg to learn more about Apple Iconsiam.
Overlooking the Chao Phraya River in Bangkok, Apple’s space in the new Iconsiam mall was carefully selected. The location makes a statement — both visually and strategically — about the future of Apple retail. Ahrendts noted:
Designed by architects Foster + Partners in collaboration with Jony Ive, the physical building represents a significant investment in Thailand. But while Apple is proud of its retail architecture, the conversation has increasingly turned toward Today at Apple:
Online, Apple Iconsiam has been promoted with a special Apple Music playlist, themed wallpapers, and a “New Beginnings” App Store story, lending credence to the community theme.
It’ll be the first Genius Grove with big trees where you can just sit as you’re waiting for service and support to get something fixed. I think there’s a lot of firsts that they have to come and see.
A special collection of Today at Apple sessions bearing the same name will run in the days following the grand opening, with exclusive events including a Music Lab and a live performance.
Ahrendts also attempted to dispel fears that Apple’s retail expansion in Thailand will harm existing third-party resellers and service providers. Apple’s existing relationship with its partners was stressed:
