Sony's new store at the base of its New York City headquarters marks a return to retail for the brand, albeit in a new, non-sales oriented manner.
The 2,400-sq.-ft. location will host revolving installations. First up is a photography exhibit featuring work from professional photographers utilizing Sony cameras. This will be followed by the new Sony PlayStation consoles launching this fall. There will also be film showings and musical performances to support Sony entertainment releases.
"We want to be able to tell our story and drive an emotional connection to our products," Steven Fuld, SVP of corporate marketing, told Crain's. "This is not just a commercial enterprise. This space is all about being able to touch and see our products and content in action and all that Sony can do."
Sony phased out its own retail stores last year in favor of branded shops inside other retailers, including Best Buy. It joins a growing list of brands using showrooms to create interactive environments intended to showcase new technology and interact with shoppers without an emphasis on selling.
In February, Samsung opened a 40,000-sq.-ft. Manhattan flagship with no products.
- see this Crain's New York story
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