Amaya Toman When the word "Apple Store" is mentioned, many of you will surely think of the iconic glass cube with the apple company logo - the hallmark of Apple's flagship store on New York's 5th Avenue. The story of this branch began to be written in the second half of May 2006, and we will recall it in today's part of our historical series.
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Among other things, Apple is famous for its secrecy, which it successfully applied to the construction of its new Apple Store in New York, which is why passers-by passed by an unknown object wrapped in opaque black plastic for some time before the official opening of the said branch. When the workers removed the plastic on the day of the official opening, everyone present was treated to a glazed glass cube of respectable dimensions, on which the iconic bitten apple was resplendent. At ten o'clock in the morning local time, the representatives of the press were then treated to an exclusive tour of the new branch.
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May is a crucial month for the Apple Story. Almost exactly five years before the official opening of the branch on 5th Avenue, the first ever Apple Stories were also opened in May – in McLean, Virginia and in Glendale, California. Steve Jobs paid a lot of attention to the business strategy of Apple stores, and the branch in question was referred to by many as "Steve's Store". The architectural studio Bohlin Cywinski Jackson participated in the design of the store, whose architects were responsible, for example, for Bill Gates' Seattle residence. The main premises of the store were located below ground level, and visitors were transported here by a glass elevator. Nowadays, such a design might not surprise us so much, but in 2006, the exterior of the Apple store on 5th Avenue seemed like a revelation, reliably luring many curious inside. Over time, the glass cube also became one of the most photographed objects in New York.
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In 2017, the familiar glass cube was removed, and a new branch was opened near the original store. But Apple decided to renovate the store. After some time, the cube returned in a modified form, and in 2019, together with the launch of the iPhone 11, the Apple Store on 5th Avenue opened its doors again.
