This weekend Apple hosted the grand opening of its largest store in the world, right here in London's Covent Garden. The new store, which houses every Apple product under the sun and employs hundreds of staff members, opened its doors at 10am on Saturday to a crowd of thousands of Apple devotees.
Spread over three separate floors and composed of a blend of original brickwork and shiny glass elevators, the new store features separate chambers for every kind of Apple product, from iPads, Macs, iPods and iPhones to software and accessories.
There's also a kids area, with demos of educational software and Macs playing Lego Star Wars to indoctrinate their supple little minds. Customers can take their new products to be tinkered with by the resident Apple experts in setup room, and of course there's a great big Genius Bar.
Some of the Apple fans had queued outside for nearly 24 hours. We talked to Rosalie Williams, who held the prestigious position of being first in the queue. She'd been queuing since 10am on the previous day, an experience we could certainly relate to.
"I'm a bit tired," Rosalie admitted. "I closed my eyes during the night but didn't sleep. We have sleeping bags with us, and books for my dissertation which didn't really get read...
"Overnight you get a lot of drunk people, but in the morning you get all this, the chanting and the clapping. I think it's amazing. It's always a guy at the front for launches and store openings, and I said, 'You know what? It should be a girl.' Think different, that's what I'm saying."
CNET UK was on hand to take some photos of the launch and our guided tour around the many cavernous chambers of the new shop. Click the image above to check out our snaps and don't forget to let us know your thoughts in the comments below, or on our Facebook page.