Sony Electronics set to unveil new store concept

Los Angeles -- Sony Electronics will unveil its newly branded Sony store on Friday, in Westfield Century City, Los Angeles. The 4,200-sq.-ft. store is designed to allow consumers to explore the complete Sony experience, including electronics, games, movies, music, network services and future technologies.

"The new store in Century City is a significant step in building a blueprint for future Sony stores, both in the U.S. and around the world," said Kiyoshi Shikano, global sales and marketing officer, Sony Corp. "In this store, Sony is eager to test innovative offerings and listen and learn from customer feedback. We will gather opinions so that we can continually evolve and improve our retail experience, both here in the U.S. and around the world.

Shikano added that all of the company’s Sony Style stores and websites globally will also be transitioning branding from Sony Style to Sony.

Inside the store, 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. Customers will also be able to shoot video on a wide range of cameras, watch a 3D movie from Sony Pictures, and test headphones while listening to Sony Music artists.

The store also provides a place to learn about future and emerging technologies and innovations. For instance, 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 store also provides a high level of service for Sony products from set-up to service and repair facilitation. Services include assistance and education by trained staff with setting up all products, activation of wireless services, and technical PC and IT support by certified technicians. Also available are in-home consultation, delivery, and TV, and home audio and video installation by authorized technicians.

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