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The Untold Story of How the Apple Store Cube Landed in Midtown

United Kingdom Architecture News - Sep 29, 2014 - 13:30   2308 views

The Untold Story of How the Apple Store Cube Landed in Midtown

Photo: Jon Hicks/© Corbis. All Rights Reserved.

On September 19, there was a mob scene around a large glass cube at the corner of 57th Street and Fifth Avenue. Thousands of people stood in a mass, separated by rows of metal barriers. Camera crews looked on, recording the event. What might have appeared like civic unrest in another time or place was just business as usual at Apple's flagship store during the release of a new product — in this case, the iPhone 6. The scene will almost certainly repeat itself in a few months when the new Apple Watches arrive.

Though it has been open for less than a decade, the Apple store under the glass cube at the base GM building is already one of the best-known and most successful retail sites in the world. But few people realize that it exists because of a real estate developer who had just taken the biggest gamble of his life, and needed to solve a problem — and because he knew just how to play mind games with Steve Jobs.....Continue Reading

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