When it opened in 2006, Apple’s Fifth Avenue flagship quickly became a top destination for New York City residents and tourists, alike. The big, glass cube was a radical departure from prior electronics stores, serving as the entrance to a 24-hour subterranean retail location. Location didn’t hurt either, with the company planting its flag across from the Plaza Hotel and Central Park and sharing a block with the iconic high-end toy store, FAO Schwarz.
Since early 2017, however, the store has been closed for renovations. Earlier this month, the company took the wraps off the outside of the cube (albeit with some multi-color reflective wrap still occupying the outside of the familiar retail landmark). Last week, the company offered more insight into the plan as retail SVP Deirdre O’Brien took to the stage during the iPhone 11 event to discuss the company’s plans for the reinvented space.
During a discussion with TechCrunch, Apple shed even more light on the underground store, which will occupy the full area of the Fifth Avenue plaza. As is the case with all of Apple’s flagships, light is the thing here — though that’s easier said than done when dealing with an underground space. Illuminating the store is done through a combination of natural lights and LEDs.
When the store reopens, a series of skylights flush on the ground of the plaza will be doing much of the heavy lifting for the lighting during the day. Each of those round portholes will be frosted to let the light in, while protecting the privacy of people walking above, with supplemental lighting from silver LED rings. That, in turn, is augmented by 18 (nine on each side of the cube) “sky lenses.” Oriented in two 3×3 configurations, the “sculptural furniture” will also provide seating in the outdoor plaza.
Of course, the natural lighting isn’t able to do all of the work for a 24-hour store. That’s complemented by a ceiling system that uses a similar stretched fabric-based lighting system as other Apple Stores. Here, however, the fabric will take on a more cloud-like structure with a more complicated geometrical shape than other Apple stores. The fabric houses tunable LED lights that react to the external environment. If it’s sunny outside, it will be brighter downstairs. When it’s cloudy, the lights will dim.
In all, there are five modes tuned to a 24-hour cycle, including:
- Sunrise: 3,000K
- Day: 4,500K-5,250K (depending on how bright it is outside)
- Sunset: 3,000K
- Evening: 3,250K
- Night: 3,500K
Sunrise and sunset are apparently the best time to check it out, as the lights glow warmly for about an hour or so. There are 80 ring lights in all, and around 500,000 LEDs, with about 2,500 LED spotlights used to illuminate tables and products inside the store. The natural lighting also will be used to keep alive eight trees and a green wall in the underground space.
The newly remodeled store opens at 8AM on September 20, just in time to line up for the new iPhone.