Apple re-opens flashy, redesigned Fifth Avenue NYC store

Apple re-opens flashy, redesigned Fifth Avenue NYC store

We get to explore the newly remodeled flagship Apple Store on Fifth Avenue in NY, a day before the grand opening.

Apple has also built two new entrances to the store on either side of the plaza to help prevent bottlenecking at its iconic glass entrance. Since then, Apple Fifth Avenue has had over 57 million visitors, more annually than the Statue of Liberty or Empire State Building.

The new store is nearly double the size of its original version. Pre-order customers in both countries also began receiving shipment of their devices in the mail today, while the in-store release began at 8AM local time (wherever each Apple Store may be) for walk-in purchases. "It's unique among Apple stores, and today it returns even more welcoming, and even more attractive than ever".

The new stainless steel staircase brings you down the main entrance. Around the right and left exterior of the cube are 18 mirror-glass "skylenses" which are circular seats with windows looking down into the store.

Indeed, the basement store now gets so much light that six massive Green Gem Ficuses are potted inside, with their tops almost scraping the store's ceiling.

A view from behind the cube
A view from behind the cube

According to the company, Apple Fifth Avenue will staff 900 employees who speak more than 30 languages.

Today Apple took what might've been a sort of PR flub into an opportunity to sell another iPhone. The new store architecture - developed along with Apple Chief Designer Jony Ive - included "Genius Groves" for tech support and "avenues" with long tables and little shops to give the feeling of being in a town square. Ahrendts, the former CEO of fashion designer Burberry, was the first Apple executive to oversee the company's physical stores and its online retail efforts.

But the new stores have faced some criticism.

The Fifth Avenue location's reopening was timed to coincide with the launch of several new products, including the iPhone 11 and Apple Watch Series 5 that debut on Friday. It has become one of the most photographed spots in Manhattan.


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