Apple Unveils Expanded Underground Fifth Avenue Flagship Store
Apple reveals its completely reimagined Fifth Avenue store, featuring a massive underground expansion, natural lighting for live trees, and a newly renovated Genius Bar. The iconic glass cube remains largely unchanged as the upgraded location opens to the public.
Apple unveils its reimagined Fifth Avenue flagship store in New York City this week, removing the temporary wrapper from its iconic glass cube after two years of renovation. The familiar cube above ground remains largely untouched, preserving the landmark status it holds at the southeast corner of Central Park. However, the massive plaza and underground space undergo a complete transformation to accommodate the company's growing retail needs.
The expanded underground store now occupies the entire footprint of the plaza, allowing for a much larger Genius Bar that stretches the length of the store. Visitors also find a dedicated HomePod listening area enclosed in glass, which echoes the classic hi-fi stereo shops of the past. In a notable safety change, the signature spiral staircase features stainless steel covers over the glass steps to prevent slipping in wet weather.
Natural lighting serves as the centerpiece of the redesigned space, utilizing a complex system of fogged portholes and 500,000 LEDs to illuminate the interior. This innovative lighting setup supports eight full-sized trees and a long living green wall inside the store. The unique combination of sunlight and artificial light creates a glowing effect that is especially striking during sunrise and sunset.