Sony’s first Extra Bass store in Southeast Asia has just opened in Kuala Lumpur’s Sunway Pyramid Asian Avenue.

Extra Bass was designed to provide an unusual shopping experience for consumers into sound experiences at home or on the move. Creative displays show off a range of Sony’s Extra-series products, including headphones and wireless speakers.

Sony plans to expand the concept to create a Music Information Hub for students, working with schools and communities to encourage more young people to participate in music and the arts.

With a focus on experience and engagement, the store’s primary goal is to broaden people’s minds about music and entertainment, rather than simply sell gadgets.

“Living in a technological era, brick-and-mortar retail is rapidly losing ground to its online rivals,” writes Nixon Ng in Chip magazine in a commentary about the new Extra Bass store.

“To combat this, concept stores have appeared on the scene, ready to stimulate our senses and tempt us back to the physical shopping world … It’s a space where art, culture and commerce collide to promote a particular lifestyle.”