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This new Apple store looks Brooklyn and feels San Francisco

The Apple store is the most recent addition, after Whole Foods and Equinox, to the ever more upscale area.

Now Playing: Watch this: Inside Brooklyn's first Apple Store
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Apple finally opened a store in the hipster Brooklyn neighborhood of Williamsburg, and it's as stylish as you'd ever hope for.

The first store to adopt the company's major redesign, San Francisco's Post Street location, replicates a town square, paired with a delicate and airy feel. Williamsburg has gone in much the same direction.

The newest store -- the iPhone maker's first in Brooklyn -- also follows the same philosophy that Apple's design chief, Jony Ive, has brought to the company's retail locations. In late May, Apple kicked off a design overhaul embodied by its newest San Francisco store. Out with the perfectly white counters and glass boxes, and in with the smooth oak tables and warm earth tones.

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The new store in Williamsburg, Brooklyn.

Ariel Nunez/CNET


The interior of the Williamsburg store boasts four of Apple's recently debuted new design elements, including a boardroom where small businesses can learn about Apple products and an open-concept forum area in the middle of the store for presentations. The company tried to marry the new design features with the natural feel of Williamsburg, so the facade of the building looks almost exactly as it did before Apple came to town.

Another new store location will come to New York near the World Trade Center in Manhattan, Jason Barlia, market director for Apple stores in New York, told attendees of a preview event for the Williamsburg store.

A look inside

Through one of the three massive, brick archways that flank the interior, you find yourself in an expansive space filled with Apple products. "Avenues" line the walls to show off new accessories and gadgets, which will change seasonally. Just as in the new San Francisco store, the company said, these spaces are supposed to resemble store windows you might pass by in a shopping district.

In true Apple fashion, the store comes with a few tricks.

Apple Watches and Macs rest on oak tables in the middle of the front room.Wave your hand in the middle of the larger tables, and charging stations will "magically" pop up from the surface. The acoustic ceiling, a first for Apple, is made from perforated timber to allow customers to have conversations in any area of the store and not be bothered by excess noise. The building also boasts polished concrete floors, another new style element for Apple.

The rest of the space looks similar to the other buildings in area. Much as in a traditional industrial warehouse, steel elements, hung lighting and exposed brick dominate the atmosphere.

Apple said it wanted to wait for ideal conditions before opening a store in Brooklyn. King of Prussia, Pennsylvania; Skokie, Illinois; and Buford, Georgia, all had stores before Brooklyn. Las Vegas already has four.

The Brooklyn location will open at 10 a.m. on Saturday, July 30, at 247 Bedford Avenue, on the corner of North 3rd Street.

CNET Senior Writer Shara Tibken contributed to this story.