First Look: The Renovated Fifth Avenue Apple Store Is Bigger and Brighter

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First Look: The Renovated Fifth Avenue Apple Store Is Bigger and Brighter
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Here's your first look at the renovated flagship Apple Store on Fifth Avenue

The Fifth Avenue Apple Store, reopening this Friday. Photo: Apple One Saturday evening in 2007, the aged iMac on my desk gave up the ghost. I was trying to get some weekend work done, and the machine was No Longer Having It. Around 11:30 p.m., my soon-to-be-wife said, “You know, you could just go replace it. The new store is open 24-7.” She meant the flagship Apple Store, unveiled a year earlier on Fifth Avenue near 59th Street.

This week, Deirdre O’Brien, the 30-year Apple employee who is now its senior vice-president of retail and people, laughed when I told her about my unexpectedly dressy late-night shopping experience. She’s audibly giddy about the forthcoming reopening of the store, which has been closed since January 2017 for a big renovation. Version 2.

Fifth Avenue Version 1.0 was, despite its success, an imperfect retail space. The above-ground cube was beautiful, but the there was often a line at the door, because the staircase and the elevator could take only so many people at a time. That was especially true on, say, a holiday-season Saturday, when the store itself reached capacity. Once you made your way in, you were—despite the light coming down through the glass cube—pretty clearly in a subterranean space.

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