Sony opens flagship boutique at Dubai Mall
Outlet expected to become Sony’s most important retail point of presence in MEA region
Sony this week announced the opening of its high-concept Sony Boutique at Dubai Mall.
The 550-square-metre brand-store is located on level 2 of the Dubai Mall opposite the Metro Link.
Speaking at the debut, Satoru Arai, head, Sony Middle East Marketing Company, said: "The retail environment has increasingly become more relevant with customers looking to touch, feel and experience products before making their buying decisions. Such experiential retail marketing demands that store environments are built not just to sell products, but also to recreate experiences giving customers the opportunity to connect with the brand and product.
Arai said he expected the outlet to deliver "about 40% incremental sales", making it Sony's most important retail point of presence in the Middle East and Africa region.
The open-front store is divided into five distinct product zones for gaming, mobility, digital imaging, home entertainment and high-resolution audio. It features Sony music artists playing on audio devices and Sony Pictures movies playing on 4K TVs. Brand specialists, in the mould of Apple Geniuses, are also on hand for in-depth product guidance.