Apple is reportedly planning to build a pop-up shop inside the Selfridges department store in London to sell its new Apple Watch. Sources claim the shop will be situated near the entrance to the iconic Wonder Room.
The Wonder Room is a unique, 19,000-square-foot hall that “that plays host to the world’s most desirable brands,” according to Selfridges’ website. It’s home to luxury watch and jewelry makers like Cartier and Bulgari, and it even boasts its own wine bar.
According to MacRumors, it will soon have an Apple Watch shop, too.
A section of Selfridges located near the Wonder Room was boarded up earlier this month to allow for construction of the expected Apple Watch pop-up shop, sources say. The store-within-a-store concept will display various Apple Watch models and provide customers with a personalized shopping experience, potentially including One to One service for those interested in learning more about the wrist-worn device.
It’s possible the pop-up shop will offer the more expensive Watch and Watch Edition models and allow customers to be fitted for premium straps and bracelets, while the more affordable Watch Sport will be available from local Apple Stores.
MacRumors adds that Apple is already recruiting from its nearby retail locations to fill vacancies at the new Selfridges shop, which is expected to be ready in time for the Watch’s launch in April. The Cupertino company is expected to erect others throughout Europe.