News

Sony opens new concept store in Los Angeles

March 30, 2011

Sony Electronics has announced the opening of the first newly branded Sony store in the U.S., which offers a new concept, design and customer experience. It will open its doors to the public April 1 in the Westfield Century City shopping mall in Los Angeles.

"Sony's goal is always to exceed customer expectations by providing an exciting, interactive and entertaining shopping experience," said Phil Molyneux, president and COO for Sony Electronics. "Our new store concept gives shoppers an opportunity to interact with trained and knowledgeable staff, as well as preview, test, compare and unlock the full potential of Sony's entertainment offerings."

In the spirit of Sony's make-believe brand message, the new store is designed to capture the imagination of customers and engage them in an integrated and interactive way. Consumers will be able to access, experience and make connections with Sony products, including network-connected products, gaming consoles, video and camera equipment and audio products.

The store also provides a place to learn about future and emerging technologies and innovations. The Century City store will feature Sony's RayModeler, a futuristic 360-degree display prototype that projects a 3D image that can be seen from all angles.

The new store was designed in collaboration with Klein Dytham architecture (KDa). The layout of the store is flexible, with movable interior walls and changeable color schemes so that it can be adapted and reconfigured to highlight specific products, services or content.