Sony Ericsson revealed plans to open its first dedicated store in central London. The store, which will open at the end of November, will be located in Kensington High Street, one of London's prime retail locations.

The new store will allow consumers to interact with the Sony Ericsson brand, ask questions and experiment with new products, services and applications. Specially trained staff will assist visitors who will be able to purchase new Sony Ericsson phones, accessories and PC cards connected to a wide range of operator networks.

At street level, 7,300 feet will be dedicated to showcasing Sony Ericsson products, giving visitors the chance to experiment with music, imaging, gaming and connectivity capabilities of the devices. The basement level of the store will be customized to give Sony Ericsson new customer and corporate meeting and demonstration space.

Miles Flint, President of Sony Ericsson, stated "Today's announcement is another exciting step in the growth and development of Sony Ericsson. Coinciding with the celebration of our 5th anniversary and announcement of the new Sony Ericsson brand treatment, the opening of a dedicated Sony Ericsson store in the heart of London will give us the opportunity to interact directly with our customers to better understand their needs and create even more appealing and consumer-focused products going forward".