On Wednesday, Apple began constructing a so-called popup store in the Scarbrough Building on Congress Avenue. This temporary downtown Austin store will open for two weeks beginning on March 11. While Apple already has two Austin stores, this one will be right by the SXSW conference and will certainly be packed with gadget lovers, developers, and an eclectic mix of conference attendees.
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Apple Turns Up the Buzz
By marrying the iPad 2 launch and the opening of the Austin popup store with the kickoff of SXSW Apple accomplishes two important marketing goals. The first is that attendees who were wondering when they'd make it over to a store to pick up an iPad 2 now have an easy option. Attendees don't have to worry about missing a panel discussion with an Apple store right at the SXSW event.
Apple's pop-up store was well thought out. A huge tech event occurring the same day as a huge tech product launches and the two closest stores are out of the way, what do you do? You bring the store to them. The only question is can Apple's pop-up store keep up with the demand?