Architecture, I.M.H.O.

The Big White Apple

The invisible Apple store.
The invisible Apple store.

As I strode through the stream of Manhattan walkers on the clear, chilly, winter night, the all-too-familiar, white, fluorescent logo shone like an apple-shaped moon in the sky.

As I progressed, it got bigger and bigger. It was suspended in mid-air, amid what appeared to be a bevy of fading meteors. It was only when I was directly underneath it that I saw it was etched on a building. But the building itself, was invisible.

The entrance to the Apple showroom has a definite aura of the surreal to it. Located on 767 Fifth Avenue, opposite the Plaza Hotel and Bergdorf Goodman, it’s a transparent, 32-foot-high glass cube, rising out of street level. It’s intended to be a sculpture, of sorts, for the store itself, is located one level below the ground.


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