Apple Stores only go into better malls, not just any location. Steinway stores are a bit of a copy of the concept Apple started, so this doesn't completely surprise me. That being said, the piano market is completely different than it was when malls had piano and/or organ stores, and Steinway, of all brands, is far from an impulse purchase or anything like that. Still, if Steinway keeps going with this concept, a high-end mall location is as good as any. Here in Houston, the main location for the Steinway store is on a road with some higher-end stuff.