When it comes to strong branding, Apple has been a pioneer. In particular its flagship stores have always been the meeting point between products, the brand itself and customers. Now, Apple introduces unique experiences called Today at Apple to boost brand loyalty. For a month all stores transform into an educational forum where customers take part in sessions about their most loved product features, like photography, music, coding, art and design. Team members as well as high class professionals share their skills ranging from a basic to a professional level.

Angela Ahrendts, Senior Vice President, Retail, explains the concept:

We’re creating a modern-day town square, where everybody is welcome in a space where the best of Apple comes together to connect with one another, discover a new passion, or take their skills to the next level.

With the programme Today at Apple the brand translated its values into an educational brand experience. The experiential touch point lies within the realisation: Mobile screens, updated seating and sound enable educational sessions and interacting with Apple products at the same time.