Sony Store Concept Makes Its Debut

The new Sony store in Century City
New Sony store to open in Los Angeles Friday; all Sony Style stores to be rebranded

Sony executive VP of sales operations Mike Fasulo said Thursday that “All ‘Sony Style’ stores will be rebranded as ‘Sony’ stores throughout the US and globally throughout 2011.”

The comments came at a press event with Sony executives at the new Sony store in Los Angeles. The event at the new 4,200-square foot store at the Westfield Century City shopping mall showed off an impressive destination store at which consumers can explore the complete Sony experience, including electronics, games, movies, music, digital imaging, network services, TVs, home theater and future technologies.

See a slideshow of the new store here.

“This is the first Sony branded store in the US and will serve as a blueprint for the future of Sony retail and the remodeling of all Sony Style stores, making this an entertainment destination,” Fasulo said.

Indeed the store is light, colorful, bright and modern. The store is logically thought out and products are not “untouchable” under glass cabinets, but rather are part of fully interactive displays where the consumer can touch and test the products to make sure they are buying the perfect product to meet their needs. What is also unique are the explanation tabletop displays in front of every grouping of products so the consumer can easily read the pricing, features and sizes of the gear in front of them.

“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.

“A very integrated and interactive store, the front of the new store features, literally, a window into the world of Sony. Inside, consumers will be able to access, experience and make connections with everything Sony, from testing out its network services — including Music Unlimited and Video on Demand powered by Qriocity — on network-connected products, to playing PlayStation’s GranTurismo 5 on a PS3 and a Sony 3DTV. They will be able to shoot video on a wide range of cameras, get lost in a 3D movie from Sony Pictures, and test headphones while listening to Sony Music artists.”

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