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Apple Gives Its Glass Cube A Trippy, Rainbow Finish Reminiscent Of Colorful Logo
By Mikelle Leow, 09 Sep 2019
Images via Apple and Alex Llobet / Shutterstock.com
Apple closed its famous Fifth Avenue steel-and-glass cube for renovations back in 2017. The NYC icon is now back with flying colors—but if only for a moment.
The transparent monument, established in 2006 and designed by architectural practice Bohlin Cywinski Jackson, was the gateway to the only 24/7 Apple Store in the world, accessible via a see-through elevator and opaque spiral staircase.
Following Apple’s announcement of its September keynote, incidentally teased with a jelly-like rainbow logo, the cube is back up with a colorful, semi-reflective film, ever-so-slightly see-through to let light pour over the building’s Apple logo while remaining obscure so bystanders cannot see what’s inside.
Quartz reports that the only structure visible upon close inspection is the freshly-restored elevator.
The trippy rainbow wrap could be in reference to Apple’s upcoming 10 September event, when more colorful iPhones are rumored to be unveiled, though film crew onsite told Quartz on 6 September that they were producing a “new commercial” for the relaunch of the flagship location. Unfortunately, the news outlet learned that the multicolored sheen is only temporary.
A label accompanying the newly-wrapped glass cube 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.”
Thus far, Apple hasn’t disclosed a date for the reopening, but chances are it will reveal more at its upcoming keynote, which will take place on 10 September at 10am PST at the Steve Jobs Theater.
[via Quartz, images via various sources]
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