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Sony to open Century City concept store

March 30, 2011 |  5:28 pm

Sony Store_Century City

Sony is set to unveil a new concept store Friday at Westfield Century City mall.

Different from the seven stand-alone Sony Style stores in California and 30 nationwide, the shop will include a broader range of Sony consumer devices and will allow customers to test and play around with Sony gadgets still in the prototype stage, according to a Sony statement.

That includes Sony's RayModeler, a prototype that displays 3-D images that can be seen from all angles, like a hologram.

"Everything will be out in an open, inviting space for a hands-on test drive," the statement said.

The 4,200-square-foot store will be the first newly branded store in the U.S. as Sony transitions from its  Sony Style shops to Sony stores worldwide that aim for more customer interaction and an expanded variety of available devices.

"The new store concept and design will serve as a blueprint for future Sony stores, both in the U.S. and around the world," the statement said.

As part of the opening celebrations, singer Natasha Bedingfield will perform live on Saturday at 4 p.m. and sing songs from her upcoming album release, "Strip Me."

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-- Shan Li

Photo: Interior of new Sony concept store in Century City. Credit: Sony.

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