Key West Mystery

There’s been an on-going mystery in a downtown Key West (Fla.) storefront: a succession of Apple posters, logos and other visuals that hint at a new store. After a raft of e-mails from anxious Mac enthusiasts, the mystery has been solved: it’s a clever buzz campaign by Apple reseller Macintosh Systems Solutions, which is opening a new 2,500 square-foot store June 1st. Owner Tom Mulhall says the store replaces everything that was lost in Hurricane Wilma in 2005, and will include a large showroom area with maple display tables, hanging LED track lighting that uses just 180 watts, a dedicated AppleTV “living room” area, a service shop and large classroom, warehouse and offices. He adds that he’s posted a succession of Apple graphics without explanation in the windows to attract attention, ending with an Apple logo just before the grand opening.