Apple’s next retail location may be Austin, Texas. The tech giant is using the annual South by Southwest Interactive Conference (SXSW) to test a 5,000-square-foot popup store. The concept, already a practice with other retailers, will be used by the tech giant to hawk its iPad and test the city’s reception toward a more permanent outpost.
Apple Monday picked the Art Deco-look of the Scarbrough Building on Austin’s downtown Congress Avenue. After a “quick tour” of locations, the tech giant reportedly is now hard at work putting the finishing touches on the location. Starting Friday, Apple will use its temporary two-week presence to hawk iPads to those attending the event known for computers, movies and music.
Although Apple already has retail locations in Austin and Wilemont, the tech giant is known more for its splashier presence in New York City and China. A local Austin realtor told the Austin Statesman Apple is “just a great draw.”
For some time, popup stores have been used by retailers to cash-in on limited opportunities, such as a quick mall location to attract holiday shoppers. This apparently is the first time Apple has used such a tactic. Because of the affinity of such conferences with the Apple brand, the Cupertino, Calif company may use popup stores for future events. Except instead of the multi-colored VW bus showing up to sell beads at a Dead concert, the iPhone maker likely will seek out more dignified digs to push its wares.
