Fifth Avenue Glass Cube Gets Temporary Rainbow Look to Celebrate Reopening

[MacRumors]

Apple's iconic Fifth Avenue store in New York City has been undergoing renovations since 2017, with Apple having dismantled the glass cube building design that the location is known for.

The Fifth Avenue store, which was relocated nearby during the renovation period, is reopening soon and the well-known glass cube has been reconstructed. To celebrate the launch of the updated flagship location, Apple has covered the cube in an eye-catching rainbow film.

Image via Quartz​

The rainbow cover of the cube obstructs what's going on below, but Apple has been working to double the size of its Fifth Avenue store, which is underground and accessed by elevator.

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According to Quartz, a sticker on the outside of the rainbow wrap reads:

Apple Fifth Avenue
Always Open to Open Minds

Beneath the surface of Fifth Avenue, you'll soon discover a reimagined space where creativity is always welcome. A 24-hour store with doors open to the bright lights and big ideas of this city, ready to inspire what you can do, discover, and make next.

There's no word yet on when Apple Fifth Avenue will reopen, but with the glass cube back in place and sporting rainbow colors, it could come at any time. Quartz saw a film crew nearby the cube, and one of the crew members said that Apple was filming "a new commercial" for the store's relaunch.

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Unfortunately, the new rainbow look of the glass cube is temporary. An Apple spokesman told CNBC that the colors will eventually be removed and the cube will be clear again.

Apple Fifth Avenue is a major flagship store and its reopening will likely be a big deal, so it's possible Apple will share details on the location at its Tuesday, September 10 event.

Article Link: Fifth Avenue Glass Cube Gets Temporary Rainbow Look to Celebrate Reopening

 

[grantwall]

This definitely makes me think they'll be bringing back the rainbow logo.

 

[mannyvel]

The story behind this store is one of the greatest real-estate deals ever and shows the power of Steve Jobs' imagination.

 

[hopegrad]

Seems possible the color scheme coincides with the announcements coming next week. The color palate involved looks quite similar to what we see on the invitations too.

 

[jdogg836]

That's a pretty cool look, seems pricey/excessive just to obscure what's going on below.

Also, hopefully this isn't a PRSI-worthy comment but if I wasn't told anything I would guess they are preparing for a VP Mike Pence visit.

 

[TehFalcon]

love the "glitched" look.

 

[lowendlinux]

I'd like to see that but my desire to avoid NYC outweighs it

 

[appleguy123]

This definitely makes me think they'll be bringing back the rainbow logo.

Or the iridescent back on the iPhone 11 pro. Would look just like this. If they open the store on launch day it would make perfect sense.

 

[Eorlas]

seems pricey/excessive

this is a company that hordes billions like a corporate Smaug. absolutely nothing is excessive, they can do nearly anything they want.

 

[hagjohn]

The glass structure is the only thing about the store that is impressive. The inside is less than impressive.

 

[dannyyankou]

That looks cool. They’ll probably play a video about it at the Apple event.

 

[matt_and_187_like_this]

What's in the building to the right with the Apple logo on it? Temporary Apple store?

 

[benshive]

I've been to this store a few times. It was always packed wall to wall with people.

 

[Khedron]

Ripping off the Note 10 Aura Glow colours

 

[bigjnyc]

They closed this down for a while and spent a zillion dollars, but it still looks like the same cube that was there before.

 

[r27d]

Predicttion: Tinted glass on the back of the new iPhones.

 

[macduke]

That's actually kinda cool. I like how it pops from the drab city around it without being too crazy. It was already pretty huge underneath for an underground complex. I'm looking forward to seeing the new expansion someday.

 

[ipedro]

They closed this down for a while and spent a zillion dollars, but it still looks like the same cube that was there before.

The cube is the same. They rebuilt the entire store underground from scratch, doubling its size. The plaza now has portholes that will allow natural light to the store below.

 

[Bawstun]

That moment when Apple puts more effort into their building exteriors than they do their new iPhones. LOL

 

[19callum93]

Aura iPhone 11 Pro Max confirmed

 

[omglolbbq]

What's in the building to the right with the Apple logo on it? Temporary Apple store?

I wondered that too. Turns out it is.

Visit us at our temporary location
directly behind this store.

 

[newyorksole]

The glass structure is the only thing about the store that is impressive. The inside is less than impressive.

You do realize that the actual store below ground more than doubled in size and is completely different. Some of y’all just talk to talk.
[doublepost=1567801711][/doublepost]

They closed this down for a while and spent a zillion dollars, but it still looks like the same cube that was there before.

Yeah uhhh the plaza is actually different and the store below is entirely different, but carry on.
[doublepost=1567801774][/doublepost]

That moment when Apple puts more effort into their building exteriors than they do their new iPhones. LOL

They don’t put effort into their phones? Lmaoooo. Y’all are really funny.

 

[Bawstun]

You do realize that the actual store below ground more than doubled in size and is completely different. Some of y’all just talk to talk.
[doublepost=1567801711][/doublepost]

Yeah uhhh the plaza is actually different and the store below is entirely different, but carry on.
[doublepost=1567801774][/doublepost]

They don’t put effort into their phones? Lmaoooo. Y’all are really funny.

It’s really not funny actually. The same housing for 3 years running. That new camera bump, square...thing? Same horrible aesthetic notch?

This release is going to be the worst selling iPhone design since the 5C. I’d put money on it actually. It’s horrible design

 

[hagjohn]

You do realize that the actual store below ground more than doubled in size and is completely different. Some of y’all just talk to talk.

They are stores with rows of tables, displays on the walls and either gray or white walls. They are nothing to write home about.

Maybe this store will have a fondue station. /s

 

[Wingus_Dingus]

Guess I’ll be keeping my iPhone X for a while longer. As for the cube? Yawn...