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
21 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
21 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
21 months ago
This definitely makes me think they'll be bringing back the rainbow logo.
Score: 7 Votes (Like | Disagree)
ipedro Avatar
21 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
21 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
21 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

siir apple event april 20

Siri Reveals Apple Event Planned for Tuesday, April 20

Tuesday April 13, 2021 12:04 am PDT by
Siri has apparently prematurely revealed that Apple plans to hold an event on Tuesday, April 20, where the company is expected to reveal brand new iPad Pro models and possibly its long-awaited AirTags trackers. Subscribe to the MacRumors YouTube channel for more videos. Upon being asked "When is the next Apple Event," Siri is currently responding with, "The special event is on Tuesday, April...
apple event spring loaded

Apple's 'Spring Loaded' Event Officially Announced for Tuesday, April 20

Tuesday April 13, 2021 9:04 am PDT by
Following an overnight leak by Siri, Apple today officially announced that it will be holding a special "Spring Loaded" event on Tuesday, April 20 at 10:00 a.m. Pacific Time at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with all of Apple's 2020 events, the April 2021 event will be a digital-only gathering with no members of the media invited to attend in...
Google maps feaure green

Google Maps App for iOS Finally Updated After Four Months

Monday April 12, 2021 10:03 am PDT by
Following the completed rollout of App Privacy labels for its App Store apps, Google today updated the Google Maps app for the first time in four months. Apple in December began requiring all new app submissions and app updates to include App Privacy labels, detailing the data that is collected by the app so consumers know what they're sharing. Google didn't begin implementing App Privacy ...
pixel watch prosser leak

Google Pixel Watch Allegedly Leaks with Circular Design, Rumored to Launch in October

Monday April 12, 2021 2:49 am PDT by
Renders of Google's first smartwatch, codenamed "Rohan," have been shared by Jon Prosser, showing that Google plans to adopt a circular design for its flagship wearable watch. Prosser shared the renders in an episode of his YouTube show "Front Page Tech," in which he claims they were made based on marketing material he had seen from a source within Google. The renders show that the Pixel...
apple event hashflag

Twitter Hashflag for April 20 Apple Event Goes Live

Tuesday April 13, 2021 2:21 pm PDT by
Following the overnight Siri leak and subsequent announcement that Apple will hold a media event on Tuesday, April 20, a new Twitter hashflag has appeared to help provide visibility for the event on the platform. For the last several recent events, Apple has utilized hashflags, which are little icons next to hashtags on Twitter, as a way to market its events. The company first started the...
macos catalina serial number

Apple Preparing Rollout of New Randomized Product Serial Numbers Ahead of 'Spring Loaded' Event

Wednesday April 14, 2021 2:08 am PDT by
Apple is advising its authorized premium resellers and dealers to prepare for new products with 10 and 12 digital serial numbers, days ahead of when it's expected to reveal a slew of new products. MacRumors previously reported that Apple plans to switch to randomized serial numbers for future products starting in early 2021. The company now seems to be preparing for that roll-out, telling...
iphone12cameras

Kuo: 2022 iPhones to Feature 48-Megapixel Camera, 8K Video, and 6.1 and 6.7" Sizes With No 5.4" Mini Option

Tuesday April 13, 2021 10:45 pm PDT by
The upcoming 2022 iPhone lineup will feature two 6.1-inch devices and two 6.7-inch devices, with no mini-sized 5.4-inch iPhone, well-respected Apple analyst Ming-Chi Kuo said in a note to investors that was seen by MacRumors. Two of the iPhones will be high-end models and two of the iPhones will be lower-end models, similar to the current iPhone 12 lineup. Apple introduced the 5.4-inch...
AppleTV and HomePod Feature

Bloomberg: Apple Working on New Apple TV With Integrated HomePod Speaker and FaceTime Camera

Monday April 12, 2021 3:32 am PDT by
Apple is working on a combined Apple TV with HomePod speaker that has a camera for video calls through a connected television set, according to Bloomberg's Mark Gurman. From the report: The company is working on a product that would combine an Apple TV set-top box with a HomePod speaker and include a camera for video conferencing through a connected TV and other smart-home functions,...
epic iap feature 3

Tim Cook Says App Store Would Become a 'Flea Market' if Third-Party Payment Systems Were Allowed

Monday April 12, 2021 9:41 am PDT by
In a recent interview with the Toronto Star, Apple CEO Tim Cook spoke about a wide variety of topics, ranging from App Tracking Transparency to Apple's ongoing legal battle over App Store policies with Fortnite creator Epic Games. Notably, Cook said that Epic Games' desire for Apple to let developers offer their own payment systems in apps "would make the App Store a flea market":At the...
tim cook toronto star

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking Transparency

Monday April 12, 2021 8:00 am PDT by
Starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, Apple will be requiring apps to receive a user's permission to track their activity for targeted advertising purposes, as part of a privacy measure known as App Tracking Transparency. Ahead of App Tracking Transparency being enforced, Apple CEO Tim Cook has participated in a privacy-focused interview with the Toronto Star, telling the...