Brand Strategy report on a new concept store in London from telephone maker Sony Ericsson:

The retail space, following in the footsteps of other mobile players such as Nokia’s statement stores, enables consumers to touch and try Sony Ericsson products and learn more about new features and applications first-hand in a relaxed, fun environment.

Making use of elements such as the mood changing effects of coloured LED lighting, design by Checkland Kindleysides gives the store a sleek but friendly image. “We wanted the design to create a warm and exciting environment that channels emotion into little metal objects,” comments Salvatore D’angelo, Head of Global Retail at Sony Ericsson. “We aim to bring empathy to the consumer with things like lighting features that change colour, a quiet seating area with a cherry wood floor, well trained staff and the freedom to pick up and touch product.”

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