Fifth Avenue Glass Cube Gets Temporary Rainbow Look to Celebrate Reopening

Apple's iconic Fifth Avenue store in New York City has been undergoing renovations since 2017, with Apple having dismantled the glass cube building design that the location is known for.

The Fifth Avenue store, which was relocated nearby during the renovation period, is reopening soon and the well-known glass cube has been reconstructed. To celebrate the launch of the updated flagship location, Apple has covered the cube in an eye-catching rainbow film.

applefifthavenuerainbow

Image via Quartz

The rainbow cover of the cube obstructs what's going on below, but Apple has been working to double the size of its Fifth Avenue store, which is underground and accessed by elevator.


According to Quartz, a sticker on the outside of the rainbow wrap reads:

Apple Fifth Avenue
Always Open to Open Minds

Beneath the surface of Fifth Avenue, you'll soon discover a reimagined space where creativity is always welcome. A 24-hour store with doors open to the bright lights and big ideas of this city, ready to inspire what you can do, discover, and make next.

There's no word yet on when Apple Fifth Avenue will reopen, but with the glass cube back in place and sporting rainbow colors, it could come at any time. Quartz saw a film crew nearby the cube, and one of the crew members said that Apple was filming "a new commercial" for the store's relaunch.


Unfortunately, the new rainbow look of the glass cube is temporary. An Apple spokesman told CNBC that the colors will eventually be removed and the cube will be clear again.

Apple Fifth Avenue is a major flagship store and its reopening will likely be a big deal, so it's possible Apple will share details on the location at its Tuesday, September 10 event.

Related Roundup: Apple Stores

Top Rated Comments

hopegrad Avatar
25 months ago
Seems possible the color scheme coincides with the announcements coming next week. The color palate involved looks quite similar to what we see on the invitations too.
Score: 14 Votes (Like | Disagree)
mannyvel Avatar
25 months ago
The story behind this store is one of the greatest real-estate deals ever and shows the power of Steve Jobs' imagination.
Score: 11 Votes (Like | Disagree)
grantwall Avatar
25 months ago
This definitely makes me think they'll be bringing back the rainbow logo.
Score: 7 Votes (Like | Disagree)
ipedro Avatar
25 months ago
They closed this down for a while and spent a zillion dollars, but it still looks like the same cube that was there before.
The cube is the same. They rebuilt the entire store underground from scratch, doubling its size. The plaza now has portholes that will allow natural light to the store below.
Score: 5 Votes (Like | Disagree)
newyorksole Avatar
25 months ago
The glass structure is the only thing about the store that is impressive. The inside is less than impressive.
You do realize that the actual store below ground more than doubled in size and is completely different. Some of y’all just talk to talk.
[doublepost=1567801711][/doublepost]
They closed this down for a while and spent a zillion dollars, but it still looks like the same cube that was there before.
Yeah uhhh the plaza is actually different and the store below is entirely different, but carry on.
[doublepost=1567801774][/doublepost]
That moment when Apple puts more effort into their building exteriors than they do their new iPhones. LOL
They don’t put effort into their phones? Lmaoooo. Y’all are really funny.
Score: 5 Votes (Like | Disagree)
Bawstun Avatar
25 months ago
That moment when Apple puts more effort into their building exteriors than they do their new iPhones. LOL
Score: 4 Votes (Like | Disagree)

Top Stories

AirPods Pro Beta Firmware

AirPods Pro Beta Firmware Now Available

Wednesday July 21, 2021 6:50 am PDT by
Upcoming AirPods Pro firmware updates are now available to Apple Developer Program members as beta versions. AirPods Pro firmware beta one features FaceTime Spatial Audio and Ambient Noise Reduction. Custom Transparency mode, including Conversation Boost, was initially expected to be included in the beta but appears to have been delayed for a later version. Apple made the announcement...
maxresdefault

Apple Music to Livestream Premiere of Kanye West's New Album 'Donda' on Thursday

Wednesday July 21, 2021 1:49 am PDT by
Apple Music on Thursday will host a global livestream for the premiere of Kanye West's tenth studio album, titled "Donda." The sold-out event will take place at the Mercedes-Benz Stadium in Atlanta, Georgia, and Apple Music's livestream will start at 8:00 p.m. Eastern Time. The livestream was revealed in a Beats Studio Buds ad that aired during the NBA Finals. The ad features U.S. track...
General Apps Messages

All Three Major U.S. Carriers and Google Adopt Rich Communication Services, But No Sign of Apple Interest

Tuesday July 20, 2021 1:15 pm PDT by
For the last several years, Google has been pushing a new communications protocol called Rich Communication Services, or RCS. RCS is designed to replace SMS, the current text message standard, and it offers support for higher resolution photos and videos, audio messages, bigger file sizes, better encryption, improved group chat, and more. Verizon today announced that it is planning to adopt...
ios wifi settings

Apple Confirms iOS 14.7 Fixes WiFi Bug and Many Other Vulnerabilities

Wednesday July 21, 2021 11:38 am PDT by
Following the release of iPadOS 14.7 this morning, Apple has shared details on the security updates that are included in iOS 14.7, iPadOS 14.7, macOS Big Sur 11.5, watchOS 7.6, and tvOS 14.7, all of which came out this week. Notably, Apple's documentation confirms that the iOS 14.7 and iPadOS 14.7 updates address a WiFi-related vulnerability that could impact iOS devices when joining a...
macOS Malware Feature

Common Windows Malware Can Now Infect Macs

Wednesday July 21, 2021 8:13 am PDT by
A common form of malware on Windows systems has been modified into a new strain called "XLoader" that can also target macOS (via Bleeping Computer). Derived from the Formbook info-stealer for Windows, XLoader is a form of cross-platform malware advertised as a botnet with no dependencies. It is used to steal login credentials, capture screenshots, log keystrokes, and execute malicious files. ...
macOS Big Sur Feature Orange

Apple Releases macOS Big Sur 11.5 With Podcast App Updates and Bug Fixes

Wednesday July 21, 2021 10:15 am PDT by
Apple today released macOS Big Sur 11.5, the fifth major update to the macOS Big Sur operating system that launched in November 2020. macOS Big Sur 11.5 comes two months after the release of macOS Big Sur 11.4. The new ‌‌‌‌‌macOS Big Sur‌‌‌‌ 11.5 update can be downloaded for free on all eligible Macs using the Software Update section of System Preferences. macOS Big Sur...
idos 2 app ios

Apple to Pull 'iDOS 2' DOS Emulator From App Store

Thursday July 22, 2021 3:22 pm PDT by
iDOS 2, an app designed to allow users to play classic DOS games, will soon be pulled from the App Store, the app's creator said today. According to iDOS developer Chaoji Li, he tried to submit an iDOS update with bug fixes to the App Store, but was told that the update was rejected because it violated the 2.5.2 App Store guideline that says apps cannot install or launch executable code.Durin...
airpods 3 gizmochina Feature

AirPods 3 Rumored to Launch Alongside iPhone 13 at Expected September Event

Friday July 23, 2021 12:54 am PDT by
The third-generation AirPods will likely launch at the same event revealing Apple's upcoming iPhone 13 lineup, according to a report from DigiTimes, which makes the claim citing sources familiar with the matter. The report as a whole echoes previous reporting that production of the third-generation AirPods will kickstart in August, meaning a launch shortly after can be easily expected. DigiTi...
iPad mini pro feature

Next-Generation iPad Mini Will Reportedly Feature a Mini-LED Display

Thursday July 22, 2021 9:03 am PDT by
Apple is widely rumored to be planning a new iPad mini with a significant redesign, including a larger 8.5-inch to 9-inch display with slimmer bezels, a Touch ID power button instead of a home button, a USB-C port instead of a Lightning connector, and more. According to a paywalled preview of a DigiTimes report today, the sixth-generation iPad mini will also feature a mini-LED display:BLU...
airpods 3 gizmochina Feature teal

AirPods 3 Mass Production Said to Kick Off in August

Tuesday July 20, 2021 8:40 pm PDT by
Mass production of the third-generation AirPods will kick off in August, according to a new report from Nikkei Asia. They will reportedly join a number of other products such as the iPhone 13 lineup and redesigned MacBook Pro models as launches coming before the end of the year. Renderings of rumored third-generation AirPods design Rumored launch dates for the third-generation AirPods have...