Is Radio Shack rebranding as 'The Shack'?

RadioShack is in the process of re-branding[citation needed] the company as "The Shack" as well as re-building corporate culture. This will be kicked off by a launch celebration in both San Francisco and New York featuring "14 foot tall laptops" streaming the images from their webcams from one city to the other, live music in both locations, as well as television coverage of the event. The event will take place in Times Square and Justin Herman Plaza on August 6-8, 2009, starting each morning at 6AM Eastern and lasting until Midnight. In addition, "The Shack" began a telemarketing campaign on July 31, 2009, in which they call post-paid customers in the morning to inform them about upgrade eligibility. To help promote the remanding internally employees were given T-shirts, travel mugs, and EGrips all branded with the new "The Shack" logo. These internal promotional items were bundled with a 5 minute long, highly stylized and edited video with an introduction from the CEO explaining what "The Shack" is.