Orange unveils first multimedia concept store

LONDON - Orange is to open its first multimedia concept store, designed by Quinine Design and featuring a 70-inch cinema-style screen.

The store opens today in Milton Keynes shopping mall thecentre:mk.

The opening coincides with the launch of a new Motorola handset, which will be exclusively on sale at the store on opening day before anywhere else in the world. The phone claims to integrate email and social media all in one place.

Orange said the store is designed to encourage "engagement" between consumers and the range of multimedia technology that is available through Orange.

Sian Doyle, director of Orange Retail, said: "Milton Keynes offers the perfect venue to launch the first ever Orange Multimedia Store.

"It has a young demographic and a forward-thinking population. The estimated potential 297,000 mobile users in the city, tells us there is high demand for the latest mobile, broadband and digital solutions.

"Also, as a sign of our commitment to the Milton Keynes area, we were able to have the much anticipated Motorola Dext with Motoblur available exclusively on opening day, a day before it goes on sale anywhere else in the world."

The store will also feature live handsets, while the showcase screen on the main wall will bring mobile technology to life on a large scale.

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