This first Apple venture was located at 94 Baker Street, London W1 and was as Paul said "A beautiful place where you could buy beautiful things."






The Apple boutique started life in the 19th century as a four-story house. Over the years it evolved into an office and shops in the busy part of London at the corner of Baker Street and Paddington Street. During the 60's three Dutch designers, Mr. Simon Posthuma, Ms. Josje Leeger, and Ms. Marijke Koeger had an initially successful fashion boutique called the Trend in Amsterdam. It was closed due to financial problems. Simon and Marijke wandered around Europe before moving to London where they met Simon Hayes and Barry Finch. Hayes became the business manager while Finch joined the 3 Dutch designers who became known as the "Fool." Pattie Harrison was familiar with them and even wore some of their designs. How it all started is not clear, but in September 1967 the Beatles gave the "Fool" 100,000 pounds to design and stock the new Apple Boutique.



The "Fool" engaged several dozen art students to paint a huge psychedelic mural across the entire front and side of the store. Instant complaints from local merchants soon had them erasing the mural. The "Fool" also created the psychedelic designs for John's Rolls-Royce and a fireplace for George. Pete Shotton managed the store with Pattie Harrison's sister Jennie. Invitations to the grand opening, on 5 December 1967, read 'Come at 7.46. Fashion Show at 8.16.' John and George were the only Beatles that attended. The only drink available that night was apple juice. The Apple Boutique turned out to be a financial disaster and was closed just 8 months later. On Tuesday morning, 30 July 1968 the staff was told they could give everything away. Paul's "beautiful place" was no more.



APPLE STORE GRAND OPENING INVITAION CARD




APPLE BOUTIQUE BUILDING COMPLEX




APPLE MATCHBOOK COVERS



"A IS FOR APPLE" POSTER
DESIGNED BY SIMON & MARIJKE





"UPON OUR WAY" POSTER
DESIGNED BY JOSYE & BARRY





TIGER POSTER
DESIGNED BY SIMON & MARIJKE





APPLE POST CARD



APPLE PAPER SHOPPING BAG






APPLE BOOKMARKER



JOHN LENNON GUITAR PAINTED BY THE "FOOL"
copyright GDM Enterprises



ERIC CLAPTON GUITAR PAINTED BY THE "FOOL"
copyright GDM Enterprises



APPLE CLOTHING TAG



APPLE STORE MUG