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Apple's New York store features a rainbow cube ahead of reopening

The store opens again Sept. 20.

Apple Fifth Avenue

Apple's Fifth Avenue store features a temporary rainbow design.


Apple's Fifth Avenue store in New York is sporting flashy colors ahead of its reopening Sept 20. The signature cube surrounding the store's entrance was unveiled Friday featuring rainbow-tinted glass. 

The 32-foot cube, which has become a tourist attraction, was dismantled in 2017 ahead of renovations, and the store was temporarily relocated. Apple shared a reopening date of Sept. 20 at its annual fall event Tuesday, where it unveiled new iPhones, the Apple Watch Series 5 and other products and services for Apple TV Plus and Apple Arcade

"Beneath the surface of Fifth Avenue, you'll soon discover a reimagined space where creativity is always welcome," a message on the glass reads, according to a tweet by Quartz editor Mike Murphy. "A 24-hour store with doors open to the bright lights and big dreams of this city, ready to inspire what you can do, discover, and make next."

The eye-catching rainbow design won't be around forever. The cube will go back to being totally clear, an Apple representative said. The store, one of the company's busiest and reportedly most profitable locations, first opened in 2006. 

The renovated store will feature an expanded public plaza and heightened ceilings. It'll be nearly double the size of the previous design, making it Apple's largest retail location in the world. 

Originally published Sept. 6.
Update, Sept. 10: Adds reopening date and details about the store.