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The Apple Store in SoHo, New York City is a manifestation of the company's product, a pure representation. The reuse of a 1920s post office produces a glass box on the sidewalk that advertises transparency, simplicity, inventiveness, and entrance into the foundation of our modern world. I would argue that Apple achieves some of these goals and not others (such as transparency), but the statement in the architecture is not to be ignored. Apple has come a long way since the huge billboards plastered to the sides of their original Cupertino offices.
The glass box imitates the skyscrapers around it, just as the Apple logo has new meaning in New York City, the big Apple. The building's neoclassical style become much more ethereal, emphasizing the limitless possibilities of the product.
A winding staircase descends into 5,200 ft2, which is subdivided into zones: Photos, Movies, Music, Home, and Pro. A long skylight guides customers up a glass staircase to the second floor, where customer services await. With the cutting-edge staircase below, one can see the ancient brick buildings through the skylight above, reverence for technology that has gone before.
Peter Bohlin of Bohlin Cywinski Jackson led the design with Ronnette Riley. It was completed on Fifth Avenue in 2002.
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