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Bertrand Leseigneur
3 minutes

The Japanese brand opens a new concept store in Manhattan where experience is king !


Concept : A new store focusing on experience

After closing down their store on Madison avenue, Sony decided in August 2016 to open a new flagship in Manhattan. A smaller place, but definitely turned towards the future : the Sony Square. This store has a lot of common points with the Samsung store or the Google Store, which are both also located in New York. In this new showroom, you can discover the range of products of the brand but without necessarily buying them directly in store. The main goal of the place is to let the visitors get their hands on the latest technologies developed by the Japanese company.

At Sony Square we don’t talk about products anymore, but about experiences. Sales advisors in store are here to welcome the visitors and also to listen to their feedbacks on these innovations. Sony will then use these testimonials to determine whether the products will be officially launched or not.  However, it appears that the way they collect the feedbacks of the visitors / testers is not really clear. To be continued …


More than a store : a Showroom

Like many other major brands, Sony offers here a store where you can actually test everything, but where you will not buy anything. The store has been designed an experience hub.

Try before purchasing

From Virtual Reality on Playstation to the latest Sony camera, you can look, touch and test everything in the store. You can even borrow the cameras for a few days to have a go by yourself in real life. Alternatively, Sony has really put the accent on the experience and thought about everything single details as you can also participate to “photos walks’ organized by the brand with Sony Experts, who will show you all the features of the products.

Discover the innovations of the Sony lab

You will also have the opportunity to get your hands on the latest innovations of the Sony Lab which is a partner of the store.

Give your feedback on innovations

Sales advisors at Sony Square are meant to get feedback from the visitors on the latest innovations of the Lab (not exposed permanently), in order to determine which ones are worth putting on the market or not. However it appears that the feedback collect and treatment processes are not very clear.

Play while discovering new TV series

SONY also produce TV series ! They offer in the Sony Square to discover the latest ones by getting the visitors to play to interactive games based on these TV Series.

Participate to cultural events instore

The Sony Square also offers a wide selection of events. From photos exhibitions to mini-concerts, you will surely find a cultural events that suits you ! Sony is definitely following the trend of “life stores”, creating a space where you want to spend time, quality time.


Bertrand Leseigneur
Based in New York, Bertrand is the Innovation Retail correspondent of the Echangeur in the USA, he decodes the latest American concept stores !!
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