When Apple puts on its big annual event today, it will not be at the massive donut-shaped mothership we’ve been eyeing for years, but at a smaller—yet just as flashy—circular venue nearby. Indeed, in addition to new iPhone announcements, another big reveal is sure to be the brand-spanking-new Steve Jobs Theater, which Apple CEO Tim Cook once likened to the company’s iconic founder because “it’s on a hill, at one of the highest points on this land.”
The 1,000-seat auditorium, essentially a big, four-story bunker, sits beneath something way more Apple: a delicate but striking lobby topped by a large silver disc that appears to be floating thanks to 20-foot tall glass walls. According to a recent report in Bloomberg, journalists attending the event will “descend a staircase spiraling down alongside the walls.” That frankly sounds like standard fare if you’ve ever been to an Apple flagship store. Here are some more riveting details that have surfaced:
- The venue has two custom rotating elevators that allow visitors to enter and exit through the same door.
- As guests depart the auditorium, they’ll be greeted with a retracting demo room hidden under the lobby, presumably to provide a much closer look at the new products.
- Leather seats in the space reportedly cost $14,000 a piece.
UPDATE: The event has now ended. You can head to our sister site The Verge for all the tech-related news, but for a closer look at the innards of the newly dedicated Steve Jobs Theater—including everything mentioned above—keep scrolling. For something more interactive, check out this neat virtual tour of the space created by Archilogic.
Der Weg ins Steve Jobs Theater wurde zur Prozession. Ordner gingen mit gemessenem Schritt voran. pic.twitter.com/g9TjkYb2BN— Matthias Kremp (@mkremp) September 12, 2017
Inside Steve Jobs Theater. pic.twitter.com/MaTa6MHW2B— John Paczkowski (@JohnPaczkowski) September 12, 2017
Review of a Steve Jobs Theater seat: comfy, plush, new and plenty of foot room. And pull down arm rests! pic.twitter.com/9wCZGepQPF— Matthew Panzarino (@panzer) September 12, 2017
The Steve Jobs theater demo space opened up pic.twitter.com/OK9YAhFLst— Matthew Panzarino (@panzer) September 12, 2017
Das soll die Hands-On-Area sein. Ich gehe da mal die neuen iPhones suchen. pic.twitter.com/SdHHX7xHkX— Matthias Kremp (@mkremp) September 12, 2017