March 10, 2011
Apple is setting up a special pop-up shop for visitors to this weekend’s Southwest Interactive Conference (SXSW) in Austin, Texas, according to the Austin American-Statesman. This quick decision on Apple's part wouldn't have anything to do with the iPad 2 arriving at the same time? Considered by many to be one of the more entertaining events of the year, the SXSW, combines music, film and interactive technology. However, its start this year just happens to coincide with the launch of the iPad 2. Anticipating that the two Austin-based retail stores might have trouble keeping up with demand for the new iDevice, Apple is opening a temporary pop-up store close to the action. Located in the Scarbrough Building at Congress and West Sixth Street, the 5,000 square-foot space is being leased by Apple for two weeks. The pop-up should open for business sometime tomorrow ahead of the iPad 2 release at 5 p.m. local time. It was only on Monday, when Apple made the decision to setup a temporary shop at this location. According to Rance Wilemon, a partner in Plat.Form Real Estate:
"They came in town on Monday, did a quick tour, found a spot, and they're in there working and will open by Friday.”SXSW begins tomorrow, March 11, and continues through March 20.