Intel Corporation (NASDAQ:INTC) executive John Wallace said Wednesday that the chipmaker will shortly open Intel Experience Store. No, Intel Corporation (NASDAQ:INTC) isn’t going to sell products through its retail stores like Apple Inc. (NASDAQ:AAPL). The Santa Clara-based company will open pop-up stores especially for the holiday season. Though John Wallace didn’t disclose reasons behind the move, Intel Corporation could be doing it to promote its brand. The company gave a sneak peak into the pop-up stores through a promotional video.

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Intel’s pop-up stores to change three times daily

The first store will open at 10 AM, November 23 in New York City’s NoLita area. John Wallace said the semiconductor leader would issue an official press release within the next few days with a list of locations where Intel Experience Stores will be opened. The pop-up stores will remain open until January 25, 2014.

Intel Corporation (NASDAQ:INTC) said that pop-up stores will change three times a day. There will be individuals to showcase various products as a part of the company’s Tech Disruptors campaign. The stores will offer visitors free coffee and free movie screenings. The stores will flaunt a number of Intel-powered devices including tablets, PCs and ultrabooks, according to Tom Warren of The Verge

Intel reviving its brand?

Intel Corporation (NASDAQ:INTC) said the stores will allow visitors to test drive the products at their home, and will help them recycle their used gadgets. These stores won’t sell products to visitors. The stores are aimed at pushing Intel Corporation (NASDAQ:INTC)’s brand. PC sales continue to decline, and ARM-based processors are ruling the tablets market. So, Intel needs to revive its brand.

Intel Corporation (NASDAQ:INTC) is not the only company to test the idea of retail stores. Recently, Microsoft Corporation (NASDAQ:MSFT) recently partnered with Best Buy Co., Inc. (NYSE:BBY) to open Windows Store at 600 locations.

Intel Corporation (NASDAQ:INTC) shares were down 0.20% to $24.55 in pre-market trading.