Karl McKeever, one of Britain’s leading visual merchandising consultants, says Apple’s London retail store offers the best overall customer experience he has found. “They are encouraging us to feel comfortable and confident with their products,” says McKeever. “If you go to an ordinary computer store, you feel inadequate. You feel you don’t have enough information. But here, it’s all about openness. The front of the store is light and airy, there are no barriers. It’s more like Gucci than PC World. What’s unique here is the luxury of the space–this is some of the most expensive retail space in Britain, yet they’ve dedicated huge swathes for access so customers can come in and wander around and have a play. It says that this is the best–we may not have as much out as other stores, but everything here is the best.”