Architecture is a powerful communication tool. Its uses are as wide ranging as the human activities that it houses. Architecture always becomes a symbol of commerce, economic prosperity and power in our cities, this has been the case for millennia across all human civilisations. But in our modern times of globalisation and advanced capitalism how does architecture serve our businesses and economy, how can it be used to separate one business from another in the market place and create unique environments for our customers that embody the values and story of those businesses? Here I take a quick look at the Apple store in fifth Avenue as a great example of how to do this.