Sony Corporation retained BRPR to open its redesigned multi-level, retail flagship store at its headquarters on Madison Avenue. Facing competition from big-box stores throughout the city, sales for Sony’s electronic and music products were falling short. Sony revamped the concept with the goal of reinventing the shopping experience for high-end electronics, and in the process woo female shoppers who might be intimated by purchasing electronics in big-box stores. We designed an aggressive media outreach, primarily targeting the tri-state media and customers through teasers and on site tours. We invited celebrities to sample the lounge-like amenities and products. Additionally, specific campaigns targeting national holidays such as Thanksgiving, Fathers Day and Christmas were executed with great success. The resulting wide-ranging publicity and pedestrian traffic translated into record-breaking sales and the store has become an invaluable marketing tool for Sony Corporation to introduce its products.