767 Fifth Avenue, The Apple Store
High-tech purity or corporate nihilism? The glossy cube of the Apple Store takes reductivist branding to an extreme, and may be the city’s utmost example of architecture-as-commercial- packaging. Whether the result is a stunning icon of design or the complete negation of architecture is open to argument.
The structure shares the 767 Fifth Avenue address of Edward Durrell Stone’s General Motors Building, directly behind it. This is the only instance on Fifth Avenue of two separate buildings sharing the same numbered address.