Crowd mobs opening of Apple Rome store
“Any doubt about Italy’s enthusiasm for the Apple brand was extinguished by a soccer-style crowd of 500 first-day visitors who formed a scrum in front of the Roma Est (Rome) store seconds after the doors to the new mall were thrown open on Saturday” (ifo AppleStore).
Coinciding with the grand opening of the mall itself, the Rome store is the first Apple store in continental Europe and has been developed over a number of months to the exacting standards required of the brand.