Eager shoppers who visited London’s latest Apple Store were disappointed to discover it did not sell the latest iPhone – but rather actual fruit instead.
London’s Borough Market, which has a history stretching back to the Norman conquest, celebrated its 1,000th birthday by giving its annual Apple Day celebration a modern makeover, replacing fruit stalls with a glossy white shop dubbed “The Real Apple Store”.
The one-off event marked the end of the seasonal harvest and displayed 1,000 of Britain’s oldest and rarest apple varieties in lavish wall displays and perspex boxes.
The displayed fruits, which had been provided by apple growers from across the country, were free for guests to taste and sample.
Managing Director of Borough Market Keith Davis said: “It was so exciting to throw open the doors and invite visitors to come eat, drink and enjoy everything good about this very special fruit.”
Varieties on display included the world’s oldest known apple, the Court Pendu Plat, as well as the Knobby Russet, dubbed the world’s ugliest apple, due to its lumpy appearance.
Mr Davis said mimicking the tech giant’s store layout was a way of demonstrating Borough Market’s continued relevance.
He said: “The event reflects our heritage in celebrating the autumn harvest while giving a playful nod towards our plans for innovation.
“This year marks Borough’s 1,000th year celebration, so it’s important that we continue to evolve in order to secure the future of the market.”
A selection of limited edition apple-inspired produce was also available, including apple balsamic vinegar, apple tarts, brioches and loaves, crab apple preserves, apple cider chocolate truffles and chocolate coated toffee apples.
“The Real Apple Store” appeared for one day on October 26th 2014. For more information about Borough Market, its traders and events visit www.boroughmarket.org.uk.
More high resolution pictures are available on request. To discuss rates for using pictures and copy, contact news editor Tom Knight on 07815 004413 or firstname.lastname@example.org.