Sony brings a new experience to L.A.

LOS ANGELES -- Sony Electronics announced that on April 1 it will open its first newly branded Sony store in the United States at the Westfield Century City Shopping mall in Los Angeles.

According to the company, the 4,200-sq. ft. store offers customers a full interactive experience with Sony's wide range of products. To encourage this experience, the store features an open  space with products displayed on tables, Sony said. In addition, the store features movable interior walls and changeable color schemes so that it can be adapted and reconfigured to highlight specific products, services, or create fresh experiences for returning customers.

While in the store, customers can test out Sony's network services -- including Music Unlimited and Video on Demand powered by Qriocity -- on network-connected products, to playing PlayStation's GranTurismo 5 on a PS3 and a Sony 3DTV. They will be able to shoot video on a wide range of cameras, get lost in a 3D movie from Sony Pictures, and test headphones while listening to Sony Music artists.

The store also provides a place to learn about future and emerging technologies and innovations, such as the RayModeler, a futuristic 360-degree display prototype that projects a 3D image that can be seen from all angles.

While in the store, customers will have access to a trained staff that can assist with setting up all products, activation of wireless services, and technical PC and IT support, Sony reported. Also available are in-home consultation, delivery, and TV, and home audio and video installation by authorized technicians.

"Sony's goal is always to exceed customer expectations by providing an exciting, interactive and entertaining shopping experience," said Phil Molyneux, president and COO Sony Electronics. "Our new store concept gives shoppers an opportunity to interact with trained and knowledgeable staff as well as preview, test, compare and unlock the full potential of Sony's entertainment offerings."