Technology: Apple opens its redesigned Fifth Avenue store with heavy involvement from Jony Ive - PressFrom - US
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Technology Apple opens its redesigned Fifth Avenue store with heavy involvement from Jony Ive

16:45  20 september  2019
16:45  20 september  2019 Source:   cnn.com

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Apple Fifth Avenue is about to re- open . Behling says the purpose for the store redesign is simple: “Does it make you feel good?” Inside the new Apple Fifth Avenue Store . Behling is keen to stress that Foster + Partners have worked hand in glove with Apple and that Jony Ive was 100% involved in the design.

Apple 's redesigned flagship Fifth Avenue store is once again open for business. Apple on Friday will take the wraps off its latest and biggest store redesign : its Fifth Avenue location in New York. Ive , who left Apple in June, was involved in the design of the updated Fifth Avenue location as well

Apple opened its redesigned store on Fifth Avenue Friday after two years of renovations.

a group of people sitting at a table in a restaurant: Apple store 5th avenue New York© Shannon Liao/CNN Apple store 5th avenue New York

The tech giant has expanded the store, which is 21 feet underground, to nearly twice its original size.

Apple's former chief design officer Jony Ive was highly involved in the store's design, according to Stefan Behling, architect and senior executive partner at Foster and Partners — which helped design the store's update.

Although Ive departed the company in June, Behling said the timing worked out.

"The thing was 100% cooked by the time he [left]," Behling told CNN Business. "As an architect you already get into trouble if you make decisions late. But if you make decisions for a September opening in June, you're [done for]."

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Jonathan Ive is Apple ’s chief design officer and a member of Apple ’s executive leadership team. Jony earned a Bachelor of Arts degree at Newcastle Polytechnic. As an undergraduate, he twice won the Royal Society of Arts’ prestigious Student Design Award, and years later the RSA awarded him

Apple ’s Fifth Avenue “Cube” retail store in New York City will reopen its doors tomorrow, September 20th, at 8AM ET to coincide with the release of the iPhone Apple might have several other locations in Manhattan, but the cube is the iconic Apple Store in New York City, and the company spared no

Apple confirmed Ive's involvement but did not provide further comment. CEO Tim Cook opened the store's doors and took selfies with those who waited in line.

To enter the store, customers use either a stainless steel staircase that spirals down a long metal column or a vault-view elevator that provides a view of the sky above.

Apple added lots of trees. The original store had 6 trees outdoors — the new one has 28.

"The best place to be is actually outside," said Behling. "In a city like Manhattan that's super high density, this is a relatively big space for you to relax, think and calm down."

Some elements stayed the same, such as the Apple logo and glass cube on the street level and the type of stone Steve Jobs chose for the outside.

The lights in the store change color, depending on the time of day and amount of sunlight coming from the windows. They turn blue-ish in the morning and grow warmer at night.

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Apple Fifth Avenue . Apple or its trade-in partners reserve the right to refuse or limit any Trade In transaction for any reason. In‑ store trade‑in requires presentation of a valid, government-issued photo ID (local law may require saving this information).

For Apple , this manifested itself in its now-iconic cubed entrance. The cube was torn down and remade in much the same way as before (with a slightly redesigned stairway and elevator). "The Fifth Avenue store means a great deal to me personally," says Jony Ive , Apple 's chief design officer.

On street level, 18 of these lights are built into seats on which passersby can sit. Small fountains of water flow on the sides, which will be turned off in the winter.

Square footage isn't the only thing that has expanded. The tables throughout the store have doubled in size, including in the Genius Bar section. On the other side of the store, there are two dedicated rooms for demos. There's also about a quarter of the store dedicated to free space for customers milling about.

The idea is that customers won't need an Apple Store to actually buy things, but that they'll use the space to socialize, according to Behling.

"It's not a shop — you can buy things online," Behling said about the design concept. "It's about the interactions."

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