iSTYLE Masaryčka opens in Czech Republic combining high-end shopping experience with iconic design from Zaha Hadid Architects

Jakub Klaška, Zaha Hadid Architects: "iSTYLE's philosophy fits into the whole concept appropriately, because it honors the marriage of advanced technology and art."

November 13, 2023

shows a hi-tech building exterior — According to architect, Jakub Klaška, the space where the new store is located naturally connects the interior of the building, its facade and the adjoining public space. Photo credit: iSTYLE

iSTYLE has just opened its fifth APP store in the Czech Republic, its tenth in the CEE, in the striking new Masaryčka building which has grown out of a brownfield site near Prague’s Masaryk railway station. The design of the store – to the highest Apple Premium Partner (APP) standard – took more than a year and resulted from close cooperation between iSTYLE, the world-famous ZHA architectural studio and Penta Real Estate.

shows a group of people holding a red ribbon and getting ready to cut it to open a retail site — Vit Goluch (far left), General Manager of iSTYLE in the Czech Republic, and iSTYLE guests get ready to cut the tape and open the new APP store. iSTYLE now has 10 Apple Premium Partner stores across the CEE region – a major achievement. Photo credit: iSTYLE

“It is pleasant to watch how, after years of preparation, the building gradually comes to life and begins to fulfill its purpose. The space where the new store is located is the dominant facade of the building towards the square and its character naturally connects the interior of the building, its facade and the adjoining public space. I think that iSTYLE’s philosophy fits into the whole concept appropriately, because it honors the marriage of advanced technology and art” describes Jakub Klaška, an architect from the Zaha Hadid Architects studio in charge of the entire Masarycka project.

He added: “The store is located right on the spot where the horizontal layering of the side facades culminates in a keel that touches the new square and graduates into a sculptural facade.”

shows the interior of a hi tech retail site, seen from above, looking down at the shop floor — The new APP is a stand-out building in the street and attracts shoppers straight through the door as a result. Photo credit: iSTYLE

This is only the second iSTYLE store located outside the premises of a shopping center and is particularly accessible directly from Zulice. Until now, the only such store in Prague was the adjacent Revoluční store, which opened 17 years ago. Thanks to its strategic location near a busy transport hub, the store has the potential to reach not only Czech customers but also foreign tourists.

“The architectural concept of the Masaryčka complex is truly unique, and we are glad that we were given the opportunity to open the fifth high-standard Apple Premium Partner store right here. I believe that thanks to the location in the center of Prague and the planned expressway to the airport, it will become a popular shopping place for customers from the Czech Republic and abroad” describes Vít Goluch, General Manager of iSTYLE in the Czech Republic.

a hi tech store interior — Apple Premium Partner stores everywhere make use of precise Apple design guidelines, even down to the specification of materials and display units used. Photo credit: iSTYLE

With its overall concept, equipment and shopping experience, the new store aims to satisfy even the most demanding customers, and takes the experience of shopping for Apple devices and accessories to the highest level available to customers in the Czech Republic. On an area of 224 m2, a shop with an iconic design awaits customers, where the majority of the area is dedicated to the Apple showroom for products testing, including a rich selection of accessories.

a group of people are seen watching a presentation — Typically, an ISTYLE APP store will have workshops like this one to help Apple fans learn to make the most of the devices. Photo credit: iSTYLE

Trained staff and express authorized service are available directly at the point of sale. In addition, corporate clients can use the B2B corner, focused mainly on the needs of small and medium-sized companies, where iSTYLE specialists are ready to help customers not only with purchasing, but also with financing as well as the overall implementation of equipment into company operations.

The new store is the 12th branch of iSTYLE in the Czech Republic. iSTYLE thus continues its growth and follows on from the recent opening of a store in the strategically located OC Šestka, the opening of which brings iSTYLE closer to residents of the western part of Prague and visitors to Prague Airport. At the same time, the company is gradually renovating existing stores to the highest APP standard.

a large group of people, many with red t-shirts, are gathered in a group photo — The iSTYLE team and guests relax at the grand opening of the Masaryčka store. Photo credit: iSTYLE

Earlier in 2023, iSTYLE opened two new Apple Premium Partner (APP) stores in the Czech Republic, adding to the first store of this kind in Chodov. First site to open was in the Palladium shopping center in the center of Prague, with the second store in Brno in Moravia.

More about iSTYLE

iSTYLE, part of the Midis group, is the largest network of Apple Premium Partner retail stores in nine countries of Central and Eastern Europe. It currently has over 130 stores, of which more than 60 are in the Central and Eastern Europe region and 30 in the Middle East. The network of the Spanish sister company K-Tuin consists of another 35 stores.