An internal Apple video depicting the construction of an Apple pop-up store at the 2011 South by Southwest (SXSW) music festival in Austin, Texas has surfaced on YouTube (via Sonny Dickson). Specifically, the video starts with the store’s unveiling and then transitions to the construction of the store, with floor construction, movement of products, and final decoration to match the internals of a standard Apple Retail Store. The video then shows the store’s grand opening as employees are briefed and closes with the following quote from CNET senior writer Daniel Terdiman:
No matter how many giant stages Pepsi builds or parties Facebook or Digg throw, no matter how many giant buses CNN has there...when all is said and done the one launch everyone will remember from SXSW this year will be the pop-up Apple Store and the iPad 2 going on sale.
Apple opened the temporary store at SXSW in 2011 for the launch of the iPad 2, but chose not to create a store for the festival in the following year or in subsequent years. Among recent high-profile projects, Apple opened a new, glass-enclosed Apple Store at the Stanford Shopping Center in Palo Alto, California, and is working on a new two-story retail store in Shanghai's new IPAM mall.