Apple Signs Lease For Future Netherlands Store

December 4, 2012

Visitors to The Passage shopping arcade in The Hague (The Netherlands) have enjoyed a decorated fir tree under the rotunda each Christmas for decades, just outside the Selexyz bookstore. But now that tradition will end after Apple has reportedly signed a retail lease on the three-level bookstore space, an agreement that requires an end to the tree tradition so visitors will have full visibility of the Apple storefront. As first reported by, Apple will occupy about 18,800 square-feet on the basement, ground and upper levels of the bookstore. The store will also occupy some portion of the adjacent retail stores, the sources said. The historic, city-center mall dates to 1885 and includes several international retailers and an upscale hotel. More interestingly, the mall is also home to Amac, a 21-location Apple Premium Reseller whose store is about 175 feet away from the future Apple store. Construction on the store cannot begin until the bookstore vacates the space, putting a grand opening in fall 2013.

Read more information about The Passage, including photos of the mall’s storefronts. Also view an interactive, 360° panoramic photo of the mall’s rotunda and the bookstore.

This year’s Christmas Tree at The Passage will be the last, after Apple’s lease on the space behind it (#39) requires full visibility of the future storefront.

This view of the rotunda area in The Passage shows how Apple’s future store will be more visible without a Christmas tree.

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{ 3 comments… read them below or add one }

iBrian December 6, 2012 at 0507

I’m a huge Apple fan and I worked nearly 7 years at Apple. This is a real shame if its true that the tree tradition will be gone. Heck, one year Apple had live trees in their own window displays for Christmas! Why not put a more sparse tree with more open branches to see through, like a nice Noble? How have the businesses fared around the tree for decades? They must of done OK?! Apple would do absolutely fine with a Christmas tree in front of it… The tree itself would attract attention and naturally those who weren’t aware Apple was there, would be exposed to the store. Keep the tree, Apple & Den Haag!


Harry January 15, 2013 at 2118

Supposedly they don’t want to be associated with religion… whatever. But I cannot understand how a single company gets to vote on this, or weren’t there any objections to the removal of the tree?


Harry June 10, 2013 at 0902

Contractor currently at work over there:

Unsurprisingly the project is not to be found on their site.


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