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Agenda

Date-Focused Note Taking


Apple’s Reopened Fifth Avenue Flagship: A Photo Tour

Today alongside the launch of the iPhone 11 line and Apple Watch Series 5, Apple reopened its long-under-construction Apple Fifth Avenue retail location. First closed in January 2017 and relocated to a temporary space nearby, the new Fifth Avenue opens as the largest Apple Store in the world; it also remains the only location open 24 hours per day, 365 days per year.

A view from behind the cube.

A view from behind the cube.

Just as before, the entire store space of Fifth Avenue is below ground, with the main entrance anchored by the famous glass cube. New to the remodel, however, are entrances located in the back of the store out of immediate street view, which should eliminate lots of the congestion that the glass cube’s downward spiraling staircase has historically carried.

The new stainless steel staircase.

The new stainless steel staircase.

Upon heading down that staircase – which is now stainless steel rather than glass – you’re right in the middle of the now double-in-size store space.

Fifth Avenue now feels relatively spacious despite heavy crowding.

Fifth Avenue now feels relatively spacious despite heavy crowding.

One distinct feature of the new space is found on the ceiling, which is lined throughout much of the store with these recessed “skylights” which bring natural light to the underground space.

You can't miss the new skylights.

You can’t miss the new skylights.

Like all modern flagship Apple Stores, Fifth Avenue includes a large Forum for hosting Today at Apple Sessions.

Prepping for Today at Apple.

Prepping for Today at Apple.

And of course, also like every other Apple Store, plenty of retail members were around to assist with service issues or shopping needs.

Apple retail staff doing their thing.

Apple retail staff doing their thing.

Moving back outside, the plaza area is accented by two main circular features: protruding metal fixtures that serve as benches, and in-ground lights that offer a pleasant glow to the area after dark.

The new plaza area.

The new plaza area.


It should be a nice area once the lines are gone.

It should be a nice area once the lines are gone.

New product launch day is always an exciting time to visit an Apple Store, but the debut of the newly renovated Fifth Avenue location made my visit all the more special.

When Apple Fifth Avenue first opened in 2006, it marked a significant moment for the company’s architectural efforts. Since then, many other locations – such as Michigan Avenue in Chicago – have adopted a new retail design language and more modern look. It’s good to see one of Apple’s most beloved stores reclaim its grandeur.

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