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Apple Popup Store at SXSW

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    NEWSLETTERS

    David Parkinson via National Weather Service Data

    One of the largest festivals and interactive meet-ups in the country is about to get started, and Apple is making sure they're going to be there.

    South By Southwest (SXSW) Interactive kicks off tomorrow, with Apple planting a popup store in the Scarbrough Building on Congress Avenue downtown, says the Statesman.

    Construction workers were busy Wednesday, fitting the 5,000 square-foot space, where Apple will be peddling its gear for the next two weeks.

    Rance Wilemon, a partner in Plat.Form Real Estate, said the Apple real estate representative, "came in town on Monday, did a quick tour, found a spot, and they're in there working and will open by Friday," Wilemon said. "We would have loved to have had them" in the Second Street District. "They're just a great draw."

    An Apple official said he was unaware of the store, and referred questions to corporate relations, where a spokesperson could not immediately be reached.