Apple's Louvre

Construction on Apple's second Manhattan retail store is now underway. News of the construction efforts around General Motors Building at 767 Fifth Avenue were also echoed in a NY Times article. In the article, The Times also confirmed specifics of the exterior design of the location, including the Louvre-like glass cube.

"By fall, a glass cube 32 by 32 by 32 feet will be set like a jumbo gemstone into the middle of the plaza of the General Motors Building at 767 Fifth Avenue," said the major New York publication. "From the outside, the cube will appear empty. But inside will be a circular glass stairway and a cylindrical elevator leading to a 25,000-square-foot underground space."

"Last winter, a 40-foot mockup cube, in scaffolding and scrim, was hastily assembled on the plaza one midnight and just as quickly taken down before dawn. Seeing it helped [Mr. Macklowe] decide that the actual structure ought to be 32 feet, matching the low-rise base of the building."

"To preserve the public spirit of the plaza, [Ms. Burden said] it would be critical that 'the cube itself is the advertising' and that signage be kept to a minimum. Apple typically marks its stores wordlessly, with an apple logo."

"This recalls the approach taken a century ago by Tiffany & Company, which saw no need to puts its name on its new store at Fifth Avenue and 37th Street, as long as the Atlas statue was out front."

"Asked what sort of commercial message would appear on the cube, [Mr. Macklowe said]: 'Nothing. It's word of mouth.'"