Rance Wilemon, a partner in Plat.Form Real Estate said, “Apple real estate representative notified him Monday that the company had settled on Sixth and Congress for the location. “They came in town on Monday, did a quick tour, found a spot, and they’re in there working and will open by Friday.”
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.