Technology specialist Sony Centre has unveiled a new-look store on electricals retail destination Tottenham Court Road.
The 5,000 sq ft shop is designed to offer consumers more opportunity to try out product as the emphasis in electricals retail shifts from product attributes to the benefits provided in the digital age.
Sony retail director Roy Dickens said that Tottenham Court Road generally was changing from “a street that sold techy equipment to one where the consumer is looking for inspiration” and the store reflects that shift.
He said: “The key change is getting the products out and allowing the customer to interact and play with them, because the benefits are in the functionality and the experience. We’ve opened the store out to make it more inviting.”
The upper level of the two-floor shop is devoted to Sony’s Vaio range. The move follows electricals giants Dixons and Comet, which are both overhauling stores to allow shoppers to interact more with their products.
The new model, a design by Dalziel + Pow, is likely to be replicated elsewhere as Sony targets more high profile locations for stores. At present there are 131 Sony Centres in the UK, almost all of which are run by retail partners - only four are entirely company-owned.
Dickens said a number of potential openings were being considered but declined to reveal possible locations.
Other recent changes on Tottenham Court Road include the opening of a combined Currys and PC World superstore.
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