The iconic cube on Fifth Avenue in New York City is now reopened for business. The Apple store was closed for renovations nearly two years ago. Now the revamped location, double the size of the previous space, facilitates better business and optimizes users’ experience.
The store is one of the first major openings since Deirdre O’Brien, Apple’s HR chief, took over as head of retail. She explained how “Apple worked with Foster + Partners to reimagine the store, and included state-of-the-art lighting that adjusts over the course of the day to match the color temperature of the light outside.” Several tables accommodate Apple’s latest iPhones, Apple Watches, iPads and Macs. A large screen at the front of the store has seating space for presentations and events. The store even includes “boardrooms” available for businesses looking to weave Apple products into their workflow.
This New York Apple location is the company’s biggest and one of its most profitable. The location, which first opened in May 2006 and operates 24 hours a day, attracts New Yorkers and tourists visiting the city. It has become one of the most photographed spots in Manhattan. 900 employees, speaking 36 languages, are available to streamline purchases and help customers.