Hasta La Creative!

Sony is taking a page from the new retail handbook and opening a shop that is more about branding than selling. On Aug. 4, the electronics giant will debut Sony Square NYC, a store at the base of its new Manhattan headquarters that functions as a testing ground for consumers to try new products, play with potential products and attend events.

“With this space, we’re trying to give consumers an emotional connection with the brand,” said Steven Fuld, senior VP-corporate marketing at Sony Corp. of America, noting that the store pulls many pieces together to tell one single brand story. The site will be staffed with a half-dozen employees, and though consumers will be able to buy from a sole cash registertucked away in a recessed cornerthe goal will be product interaction.

With eight cinema projectors, the front portion of the store will serve as an event space for classes and demonstrations. Product prototypes, like futuristic headphones worn on the neck and shirts with changing colors and patterns, will also be featured in this section. In the “living room” section of the store, Sony plans to make the Internet of Things more accessible by displaying items like a table lamp with a built-in speaker, and a portable short-throw projector. Consumers can also try out new Playstation systems and see the work from photographers on a wall of rotating display.

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