Sony, the leading electronic consumer goods manufacturer, represented in Qatar by Fifty One East, Qatar’s favorite department store, launched its ‘first-of-its-kind’ pop-up store at Lagoona Mall, which features the latest line-up of consumer electronics products being introduced in the Qatari market for the first time.

The temporary pop-up will be open until October 17, 2022, and is located in the North Court Lobby of Lagoona Mall. It welcomes customers from Sunday through Thursday, from 2pm until 10pm, and on Friday and Saturday from 2pm until 11pm.

The pop-up store further cements the strong ties between Fifty One East and Sony, spanning over 65 years, and their commitment to offering consumers an excellent opportunity to access some of the most advanced technologies from the world-renowned Japanese manufacturer.

Commenting on the launch of the pop-up, Jobin Joejoe, Deputy Managing Director at Sony Middle East and Africa, said: “Qatari customers are passionate about technology, and Sony strives to bring the latest product offerings and technologies to them. With Qatar hosting the biggest football event in the world, we are thrilled to display our entire range of products and technologies at our unique showcase at Lagoona Mall. Consumers can now experience and try our ecosystem of products and enjoy a truly immersive experience.”

The new pop-up sheds light on the best of Sony’s technology products in various segments including the new BRAVIA XR series featuring the MASTER Series OLED (QD-OLED), A95K, 4K Mini LED X95K, OLED, X80K, Full Array X90K and other 4K LED models. Powered by Cognitive Processor XR™, the unique XR Backlight Master Drive precisely controls the latest generation Mini LED backlight in the X95K series for incredible brightness. On the other hand, the Cognitive Processor XR™ powers Sony’s A95K’s new OLED (QD-OLED) series with XR Triluminos Max, which delivers the widest color palette and reproduces naturally beautiful shades and hues. With millions of individual self-illuminating pixels, the A95K delivers more colors than ever before for an entirely new viewing experience.

In addition, Sony is also showcasing the INZONE™ Wireless Headsets, a new gaming gear brand for PC gamers that sharpens the senses and maximizes gaming ability. The line will feature the new wireless noise-canceling gaming headset, INZONE H9, with 32 hours of battery life.

Also on display is the award-winning noise-canceling headphones, the WH-1000XM5. This industry-leading technology¹ provides a whole new immersive, distraction-free sound experience taking the noise-canceling and audio quality on the WH-1000XM5, to a whole new level. Engineered with four beamforming microphones and an all-based noise reduction structure, it isolates your voice from the noisy background giving you the chance to take calls wherever you go.

Furthermore, Sony is also presenting the Alpha 7R IV boasting incomparable resolution with a 61.0MP full-frame back-illuminated CMOS sensor. Its real-time eye autofocus for humans, animals, and movies will allow users to capture crisp portrait photos instantly. The camera’s 15-stop dynamic range also helps them achieve accurate color accuracy with minimal edits.