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Sony Opens 10th Concept Store

Huntington Station, N.Y. Sony opened its 10th concept store and its second on Long Island this week.

Like its predecessors, the newest Sony Store features an open floor plan and flexible layout that provides improved sightlines and greater accessibility to product displays.

The format is also more brightly lit, and innovative interior walls allow new vibrant color schemes to be reconfigured to highlight specific products, services or content, Sony said.

The centerpiece of the store, located here at the Walt Whitman Shops mall, is Sony’s 65-inch Ultra HD TV, which is fed native content by the company’s 4K media player.

Brian Siegel, merchandising and operations VP for Sony’s retail and online stores, told attendees at the TWICE/CEA Ultra HD Conference in New York on Tuesday that the TV is positioned at the center of the store, and that consumers can also create their own demo content with their smartphones.

“We show the full 4K spectrum,” Siegel said.

Sony opened its first concept store two years ago in Los Angeles, and has since extended the format to Houston, Miami, Orlando, San Diego and New York. Ten of the chain’s 39 stores feature the updated format.

Sony held a ribbon-cutting ceremony for its latest addition on Wednesday, and will formally open the 1,700-square-foot store tomorrow. It joins a second, retrofitted concept store on Long Island, located at the expansive Roosevelt Field mall in Garden City, N.Y. – Additional reporting by Steve Smith