Apple Store on Fifth Avenue

The design of Apple products is characterized by maximum simplicity and perfection. It is precisely the design combined with brilliant marketing that is the key to the successes of this company, whether in the personal computer segment or in music players (and more recently in mobile phones). It is entirely logical that the branded Apple stores correspond in appearance to the products offered within them.
The architectural firm Bohlin Cywinski Jackson collaborated with Apple on the designs of several of the most significant stores. These include, for example, the Apple Store in New York's SoHo and on Fifth Avenue, in Los Angeles, San Francisco, Chicago, several stores in Japan, and the first Apple Store in London on Regent Street.
The dominant element in Apple stores is the typical high-tech glass staircase. In addition to glass, stainless steel, stone, and simple wooden furniture prevail in the interior. In an environment that evokes a sense of perfection and cleanliness, the products themselves stand out.
Simplicity is also reflected in the exterior, where a huge white bitten apple on a large stainless steel surface typically dominates, under which there is a glazed entrance to the store.
The most famous Apple store is the New York Apple Store on Fifth Avenue. The interior is exactly in the spirit of all other stores, dominated again by a high-tech spiral staircase and a glass elevator. However, unlike other stores, in this case, it is located below street level in front of the General Motors skyscraper. Only the entrance, shaped like a large glass cube with edges nearly 10 m long, protrudes above the surface, which was designed by the architects from Bohlin Cywinski Jackson along with structural engineer Eckersly O'Callahan, who specializes in the design of glass structures. Inside, the Apple logo seemingly levitates. This concept of entry attracts the attention of potential customers and, thanks to its transparency, minimally disrupts the surroundings. For Apple brand enthusiasts, this cube may also evoke the very original design of the Apple Power Mac Cube, which was a predecessor of today's Mac Mini.
Apple CEO Steve Jobs remarked before the opening of the Apple Store on Fifth Avenue: "Our first New York store opened in SoHo in 2002 and it was a success beyond our expectations. Now we can’t wait to open our second store in New York on Fifth Avenue. With excellent service and a prime location, we anticipate that this non-stop open store will become a favorite not only for New Yorkers but also for people from around the world."