What it's like riding Apple's spinning glass elevator in Steve Jobs Theatre

Beside all the new iPhones and Apple Watches that Apple announced this month, it also unveiled its new campus to the public for the first time.

Apple Park is located in the middle of the company’s hometown in Cupertino, California. Next to the crazy spaceship-like main office building there’s a new auditorium for special events and product launches. It’s called the Steve Jobs Theatre.

Here it is:

Steve Jobs Theatre Apple ParkSteve Kovach/Business InsiderThe Steve Jobs Theatre.

It’s a giant common area encircled in glass above ground. The theatre and product demo area are below ground.

The September 12 event was the first to be held in the Steve Jobs Theatre. Out of all the stuff inside, the craziest thing has to be the rotating glass elevator that takes you underground. It’s designed so that you don’t have to turn around and exit through a separate door. Instead, you’re always facing the direction you need to exit.

Pretty cool.

I got to ride the elevator a couple of times during Apple’s event last week. It was the most popular attraction aside from the iPhone X itself.

Want to see?

Here’s what the elevator looks like in operation from the outside:

And here’s what it’s like riding in it:

NOW WATCH: Tech Insider videos

Want to read a more in-depth view on the trends influencing Australian business and the global economy? BI / Research is designed to help executives and industry leaders understand the major challenges and opportunities for industry, technology, strategy and the economy in the future. Sign up for free at research.businessinsider.com.au.