Apple today previewed the new Apple Fifth Avenue, a reimagined space beneath one of New York City’s most recognized landmarks.

With its distinctive, luminous glass cube rising above a newly designed public plaza, Apple Fifth Avenue is ready to resume its place at the heart of NY.

Now nearly double the size of its original version with a higher ceiling and more natural light, Apple Fifth Avenue is a brighter, more expansive space, ready to help consumers discover and try Apple’s newest products. A new Forum will be home to free, daily Today at Apple programming, which kicks off Saturday with a special series that captures the creative spirit of New York. The area dedicated to Geniuses has also doubled, allowing the team to increase service capacity. It remains the only Apple retail location open 24 hours a day, 365 days a year.

Steve Jobs opened the store in 2006 and personally welcomed the first customers to enter the cube. Since then, Apple Fifth Avenue has had over 57 million visitors, more annually than the Statue of Liberty or Empire State Building. This Friday, Apple Fifth Avenue is set for its most significant launch ever with the availability of iPhone 11, iPhone 11 Pro, iPhone 11 Pro Max and Apple Watch Series 5.

The redesigned plaza is lined by 28 honey locust trees bordered with linear fountains providing a welcome setting to gather and sit. At the center stands the glass cube flanked by 18 mirror-glass Skylenses and 62 skylights that flood natural light into the expanded store below. Visitors enter by descending the new stainless steel spiral staircase, or by riding the dynamic circular elevator into the grand hall. The staircase features 43 cantilevered stair treads that support a floating cylinder of glass. Above is a back-lit, cloud-like ceiling made from curved fabric that combines artificial and natural light to match the real-time tones of sunlight throughout the day.

Apple Fifth Avenue will be staffed with 900 employees who speak over 30 languages.