Tech giant Apple shifts austere aesthetic with launch of the Jony Ive-headed Belgian Apple Retail Store

Apple has debuted its newest Apple Retail Store, the first store opening under creative direction of CCO, Jony Ive. The Brussels-based store opened over the weekend and indicates a subtly warmer, more approachable version of the current design and layout.

Apple forums and fanboys have long anticipated the redesign of the Apple Retail Store. With competitors mimicking the design and consumer experience of the iconic brick-and-mortar shops across the globe, even the most unassuming changes in the new store raise speculation on the future of Apple's aesthetic.

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