Electronics chain Fortress has opened a 10,000 sqft flagship at Times Square.

The AS Watson Group subsidiary, sells mobile phones and consumer electronics across Hong Kong and Macau. Its new Times Square store is spread over two floors – eight and nine – and split into themed areas.

A dedicated home theatre and TV zone is dominant and there is an area dedicated to demonstrating 3D printing technologies.

There is also a dedicated Apple space.

Another unique feature of this Fortress Hong Kong store is a cafe serving fresh coffee and offering free WiFi.

The store was opened by Hong Kong actor and singer Andy Hui.

It’s been likened to “a digital theme park”.