LAS VEGAS - Fry's opened a next-generation in-store Sony shop at its Las Vegas store Tuesday night.
The "Golden Spaces" concept is the third iteration of Sony Electronics' store-within-a-store boutiques and shop-in-shop merchandising spaces.
The 625-square-foot department is the second for the big-box A/V, IT and appliance chain and the 11
for Sony, which launched Golden Spaces last year at American TV, Ultimate Electronics and Fry's San Diego store.
The new shops employ European-made fixtures, third-party Sony promoters and content from Sony Entertainment to provide consumers with an "immersive retail experience" that showcases 3D TV and home entertainment, Sony said.
On-air promotions by local radio station KWNR drew a large crowd to the opening, which was highlighted by 3D TV bundle giveaways and a ribbon cutting ceremony by Fry's president Randy Fry, executive VP Kathy Kolder and Sony executive VP and chief marketing officer Mike Fasulo.
Fry, who became chairman of the Consumer Electronics Association (CEA) on Jan. 1, described the initial San Diego shop as successful, and lauded Sony for "making a real commitment to the consumer" by demonstrating "a total solution."