Apple Sets Up Temporary Megastore at SXSW

Tomorrow, Apple will open a 5,000-square-foot megastore in downtown Austin. Hoping to lure in new customers attending the annual South by Southwest Interactive Conference (SXSW) with the pop-up, Apple is also testing a concept for temporary stores that could be quickly assembled at other show and conference locations.

[Rance Wilemon, a partner in Plat. Form Real Estate, which leases the area] said Apple moved quickly to secure the spot: "They came in town on Monday, did a quick tour, found a spot, and they're in there working and will open by Friday," adding Apple is "just a great draw."

This trial run suggests Apple, which already operates two stores in Austin, Wilemon, could be interested to open a full-fledged brick-and-mortar store there, but they may just as well want to be a part of the music, film and interactive event, which is their natural habitat. Either way, Apple's location choice is interesting, to say the least. The building, which was established by merchant E. M. Scarbrough, had become the finest department store in Texas during the early twentieth century.

The "Scarbrough's", as it was locally known, features distinct Chicago style construction which is today only evident in its cornice and upper floor windows. In 1916, a full basement and the south part were added, and 1931 saw a significant exterior redesigned to give it the Art Deco look. Even by today's standards, the building is still one of the city's landmark locations - just the kind of spots Apple prefers for its high-profile retail operations.

Read the full story at 9to5 Mac.

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Nicholas Jackson is a former associate editor at The Atlantic.

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