‘Impact’, ‘Wow Factor’, ‘Looks Impressive, ‘Touch' & 'Experience’ – these were just some of the words used to brief AM System for the all new Sony Concession in the Technology Department on the Lower Ground Floor at Selfridges London.

Working with Sony and the Selfridges Design Team directly, AM System produced not one, but two design proposals, and one superbly stunning concession.  Working in such a prestigious store it was crucial that the look, style & ambience of the fit out, along with technology  to support such a good looking environment is exciting enough to persuade Selfridges clients that Sony is the brand to be with for all things electrical.  Creative use of tables, island features, and hands-on displays, as well as a number of lifestyle displays featuring Bo Concept furniture & rugs, all enhanced by iGuzzini lighting makes this an experience that should not be missed.

The contemporary feel of this area is strong and creates an impact that draws discerning customers towards Sony’s fabulous products.

Paul Welch, AM System’s lead designer on the project says “Our Design team have been really stretched to create this department, and working with the Selfridges Design team has been an experience that most of us will never forget”

The Project Management teams both of AM System's and Selfridges have worked closely together to ensure that Sony’s retail area has all of the services provided to ensure that it will be at the forefront not only of displaying fully functional Sony’s products, but also ensuring that Selfridges customers understand what each product can do before they commit to the purchase.  Every range of Sony’s merchandise is displayed live and in a working environment that will enable Selfridges customers not only to buy the latest technology but, but most importantly to experience and understand what it is that buying Sony will do for them.

A truly stunning department that expresses Sony & Selfridges ideals & Sony’s drive to help their customers understand technology & how to make that technology work for the individual to create a better lifestyle.

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