Historic theater has premiered new technology since 1927
LOS ANGELES – Apple recently previewed its newest retail location at the historic Tower Theatre in downtown Los Angeles. One of Apple’s most significant restoration projects to date, Apple Tower Theatre aims to inspire even more creativity in the heart of downtown. Apple will also launch Today at Apple Creative Studios, a global initiative that will provide hands-on experience and mentorship to young creatives, kicking off with the opening of the new store in Los Angeles.
Apple Tower Theatre
Apple Tower Theatre is Apple’s 26th location in greater Los Angeles. The store’s nearly 100 talented retail team members join more than 3,000 Apple Store employees across the region. Also based in Los Angeles, Apple TV+ works with many of the world’s most creative storytellers and supports thousands of jobs in the creative industry across California.
“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,” said Deirdre O’Brien, Apple’s senior vice president of Retail + People. “Apple Tower Theatre honors the rich history and legacy of this entertainment capital.”
A Building Steeped in History
Originally home to the first theater in Los Angeles wired for film with sound, the historic Tower Theatre was designed in 1927 by renowned motion-picture theater architect S. Charles Lee. That legacy of technological innovation continues today as the perfect venue to discover Apple’s full line of iPhone, iPad, and Mac, each of which has transformed modern-day filmmaking, photography, and music composition.
Upon the closing of its doors in 1988, the space has lain empty and unused. With the same level of care found in previous restoration projects, Apple collaborated with leading preservationists, restoration artists, and the City of Los Angeles to thoughtfully preserve and restore the theater’s beauty and grandeur. Every surface was carefully refinished, and the building has undergone a full seismic upgrade.
In the heart of the store is the Forum and signature video wall, sitting underneath the fully restored arch and surrounded by the theater’s original balconies. The Forum will be home to Today at Apple, where free daily sessions led by Apple team members and members of the local creative community provide inspiration and teach practical skills. The expansive auditorium, surrounded by embellished arched bays and restored bronze, displays all of customers’ favorite products, including the all-new iMac, iPad Pro, and Apple TV 4K.
Visitors looking for service and support from Apple team members have ample space, as the theater’s original seating on the upper level has been modernized and made accessible to create an open, flexible space for Genius Bar appointments. Two new elevators have been installed in the theater, welcoming all customers to every level of the new store.
Rod is a blogger, writer, filmmaker, photographer, daydreamer who likes to cook. Rod produces and directs the web series, CUPIC: Diary of an Investigator. He is also the editor, producer and administrator of TNC Network.