https://techcrunch.com/2019/09/17/natural-lighting-is-the-key-to-apples-remodeled-fifth-ave-store/ > When it opened in 2006, Apple’s Fifth Avenue flagship quickly became a top destination for New York City residents and tourists, alike. The big, glass cube was a radical departure from prior electronics stores, serving as the entrance to a 24-hour subterranean retail location. Location didn’t hurt either, with the company planting its flag across from the Plaza Hotel and Central Park and sharing a block with the iconic high-end toy store, FAO Schwarz. > Since early 2017, however, the store has been closed for renovations. Earlier this month, the company took the wraps off the outside of the cube (albeit with some multi-color reflective wrap still occupying the outside of the familiar retail landmark). Last week, the company offered more insight into the plan as retail SVP Deirdre O’Brien took to the stage during the iPhone 11 event to discuss the company’s plans for the reinvented space.