Apple Store Fifth Avenue reopening: We go inside 'The Cube'

Apple welcomed media into it's freshly redesigned flagship store known as "The Cube" on 5th avenue in New York City today. Here's what the new store looks like.

Sarah Tew, Eli Blumenthal

Sept. 19, 2019 12:23 p.m. PT

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Apple 5th Ave view from the street

Located by Central Park on 59th St. and 5th Ave, Apple's "Cube" has become an NYC attraction.

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The outside of the Cube.

First opened in 2006, the "Cube" is also Apple's flagship retail store.

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The new plaza

After closing for a remodel in 2017, the new store is reopening just in time for the iPhone 11 launch. Seen here is the new outdoor plaza.

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A view from the stairs.

The main entrance features a spiral staircase.

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New stainless steel stairs

The new spiral staircase has switched from glass steps found inn the old "Cube" to stainless steel.

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Glass and steel

Glass still adorns the sides of the stairs.

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A hidden elevator

The center column by the stairs hides the store's elevator.

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A view from the elevator

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Plenty of retail space

As with other Apple Stores, wooden tables feature the company's latest products.

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Trees and natural light feature heavily in the updated store.

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A seating area and large video board feature on one end of the store for events and presentations.

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Little wooden boxes make up the seating in the new presentation area.

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The stainless steel gives off a lot of mirrored reflections.

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Macs on display

MacBooks on display at the new Apple Store on Fifth Avenue.

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Natural light is heavily featured

The lights in the store will also change to match the color temperature outdoors, getting warmer as the day goes on.

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The frosted panes allow natural light in from above in addition to LED lighting.

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A view of the pane from above ground.

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The updated plaza around the store also features "skylenses," metal spheres for seating that have glass centers for letting more natural light inside the store.