Apple to open temporary store at SXSW
Apple is set to open a temporary store this Friday in the Scarbrough Building at the SXSW (South by Southwest Interactive Conference) in Austin.
Earlier this week construction workers started retrofitting a 5,000 square foot area of the building which Apple has leased for two weeks only.
The store, classed as a popup store is interesting to retailers due to the low setup costs and short term commitment. This allows a retailer to test the water prior to making a large investment. In this case however, it is more about having a brand recognition presence at the SXSW event and to coincide with the release of iPad 2.
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