The new Sony Store located on the 3rd floor of Wisma Atria (behind Starbucks for easy reference) has a pretty expansive design with soft lighting and open, lifestyle-concept stations. While the Store carries the full range of Sony products, from audio to TV, to phones, cameras and even PlayStation and games, it is primarily catered to the expatriate and tourist crowd, which means products featured are from the upper mid- to high-end range. The store will officially be open to the public on 1st October 2016.
The store has a few lifestyle experience zones where you can try out products in a leisurely environment. While the concept isn't all that different from your typical electronics store, the Wisma Atria Store's decor is more homely and less clinical in nature. Sony has also mentioned that they intend to hold regular thematic content and in-store events here. The first such session is a food photography seminar conducted by a renowned chocolatier at the end of October. The public can sign up for these courses at the Sony Digital Workshop website.
One of the star attractions that you can experience at the new Wisma Atria Store is the flagship Sony Z9D series Bravia 4K HDR TV. Only the 65-inch and 75-inch models will be available for sale now, and for a limited time, at an introductory price of S$7,999 and S$10,999 respectively. The usual price of the 65-inch Z9D is S$8,999 and S$12,999 for the 75-inch.
You've probably heard about the wonders of Sony's new Backlight Master Drive technology in the Z9D, and how it achieves unprecedented contrast and black levels for an LED backlit TV comparable to OLED TVs. If you're wondering what's all the fuss about, there is a display wall at the store with a direct comparison of the Z9D to an an actual OLED TV. All we can say is, seeing is believing, so go check it out.
Okay, maybe you don't have S$8,000 to burn this weekend, but how about giving the PlayStation VR a go? Yes, you can do that at the Wisma Atria Sony Store too.
And while you're at it, if you don't have a PS4, you can pick one up, plus a couple of games and accessories too.
Audio is another major zone at the Wisma Atria Store, and there is a little Hi-Fi enclave hidden away behind thick black curtains. Here, you can try and listen to Sony's range of speakers and amps. MUST DO: Check out the PS-HX500 turntable. If you aren't aware, the PS-HX500 can rip analog vinyl records into high-resolution DSD audio. The price? S$799.
You will also have the opportunity to test out Sony' brand new Signature Series, which sits at the highest end of their Hi-Res Audio range. The Signature Series features the MDR-Z1R headphones (S$2,599), TA-ZH1ES amplifier (S$2,999), and the NW-WM1 Walkman (from S$1,599 to S$3,999). You can read our first impressions of the Signature Series here.
Another major attraction is the newly launched Sony Xperia XZ flagship smartphone. Pre-orders have started for the device, but if you've still got doubts, you can check out our little hands-on here or just head on to the Wisma Atria Store and test it out yourself.
Most of the products on display at the Wisma Atria Store are arranged in less conventional showcases and shelves, giving an impression that you're allowed to linger and admire some of the exhibits while trying out the products.
Another example of the store's open, lifestyle inspired display racks.
Because of the lifestyle setting of the display areas, many of them can be used as shooting subjects if you want to try out some of the Sony digital camera's in the store.
Of course, you've got your standard accessory wall as well if you just need more storage or replacement parts such as SD cards, battery chargers, straps and cases.
While most of the unreleased products seen in this picture were put on display for our media session, #perksofthejob, the public should be able to try out the new noise-cancelling MDR-1000X headphones at the Wisma Atria Store from 1st October onwards. You can also check out our first impressions here.