Sony Launches New Sony Style Concept Store

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In keeping with its legacy of creating new concepts in lifestyle entertainment, Sony Electronics announced today the grand opening of its newest Sony StyleSM concept store at South Coast Plaza in Costa Mesa, Calif.

The new store has been designed to serve as a showcase for Sony’s most innovative electronics and entertainment products and services. Consumers will be able to experience a wide variety of new devices, ranging from the tiniest digital camera designed as a wearable accessory, to Sony’s latest home theater systems that provide the ultimate high definition entertainment experience.

“Consumers who enter this gateway into the world of Sony will be encouraged to experience our products, technology and entertainment first-hand, and will learn how to apply it to their lifestyles,” said Dennis Syracuse, director of Sony Style retail operations.

The nearly 6,000 square foot space features inviting demonstration areas to enable consumers to “test drive” a variety of devices and their seamless interaction with digital entertainment content. These demo areas include a digital imaging “shooting gallery” with a complete range of digital still cameras, camcorders and photo printers.

Highlights from the latest music and movies from Sony Music and Sony Pictures Entertainment are also showcased. In addition, Sony Style shoppers will experience the highest level of personal service including a concierge at the entrance to the store, a consultation booth, Wi-Fi wireless Internet access, online product information at the touch of a button through SonyStyle.com, custom installation support, and personalized in-home delivery service.

Consumers requiring Sony home audio, video or car audio custom installation services will be directed to appropriate local Sony authorized retail installers who can address their specific needs.

Polished steel, kinetic lighting, a silver and white color theme, and enormous lifestyle images will contribute to an exciting environment designed to attract a variety of consumers from every demographic segment.

“Sony’s decision to open its first Sony Style concept store at South Coast Plaza will enhance our customer’s enjoyment of another unique shopping experience. South Coast Plaza is proud to be chosen by Sony to introduce this exciting retail concept,” said Henry Segerstrom, a managing partner of C. J. Segerstrom & Sons, owners of South Coast Plaza.

To celebrate the store opening, Sony Style is running the “Escape to Paradise” sweepstakes in which one winner will receive a trip for two to the 2004 Sony Open PGA TOUR golf tournament in Hawaii. The sweepstakes is running through October 31st and consumers can enter at the Sony Style store concierge desk.

The South Coast Plaza store is the first Sony Style concept store situated in a suburban location. Sony is planning a second concept store in Los Angeles’ Beverly Center, scheduled to open in late Fall. Sony’s three flagship stores in the U.S. operate in urban centers as SonyStyle in New York and San Francisco, and as the Sony Gallery in Chicago.

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