Cube

Apple plans to relocate its main Chicago, Illinois retail store from its current location at 679 North Michigan Avenue to a newer flagship space at the edge of the Chicago River, reports Crain’s Chicago Business. According to the report, Apple will likely build “a new glass structure” in front of a 35-story office building as an entry to the Apple Store, with most of the store “below ground” in a design resembling the iconic Fifth Avenue Apple Store in New York City.
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Image <a href="https://twitter.com/darth/status/497151434924638208" target="_blank">via @darth</a>

Microsoft wants to build a new 8,700 sq. ft. retail store on New York’s Fifth Avenue, just a few blocks away from Apple’s cube, the New York Daily News reported today. The two-story building located at 677 Fifth Avenue is currently vacant, but the Redmond-based software giant wants to setup shop near one of its competitors most iconic locations.

Microsoft has been walking in the shadow of Apple’s retail success for years now. In 2009 the company poached George Blakenship from Cupertino’s retail arm to run its own (weirdly similar) stores. Since then, the Microsoft has been taking advantage of open spaces near a few Apple stores to try to get in on the action.

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Macrumors notes that the boarded up Fifth Avenue Apple Store now reveals plans to improve the appearance of the cube by using “bigger, seamless” panes of glass.  The number of panes will drop from 90 to just 15 (3 per side).

We’re simplifying the Fifth Avenue cube. By using larger, seamless pieces of glass, we’re using just 15 panes instead of 90.

The upgrade reportedly costs $6 million. We’d be very surprised if the renovation isn’t complete for the October iPhone 5 launch.

Apple is also expected to have its Grand Central location, just 15 or so blocks south, open for the holidays and is also doing an upgrade to its Soho Store.

Update: The Gothamist posts a rendering:

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