Sony Opens NYC Qualia Store By Ultimate AV Staff September 27, 2004 — Sony Electronics has launched its first US store dedicated to its new Qualia line of upscale electronics.

The Manhattan outlet at 550 Madison Ave between 55th and 56th Streets opened for business September 22, featuring two new models of high-definition televisions, the Qualia 005 and Qualia 006. The 005 is said to be the world's first LCD flat-panel television equipped with a Triluminos LED backlight system for "exceptional color variation for a high quality picture achieving full 1920x1080 HD resolution."

The Qualia 006 is the first rear-projection TV with Sony "Silicon X-tal Reflective Display" (SXRD) micro-display technology, originally introduced in the Qualia 004 front projector. The new 70" unit is the industry's first rear projection set to achieve 1920x1080 HD resolution, according to Sony. Other Qualia products on display at the Madison Ave. store include the Qualia 004 SXRD front projector; the Qualia 016, a "stealth" digital still camera; the Qualia 017 MiniDisc player; and the Qualia 010 headphones.

Announced earlier this year, the Qualia line is Sony's attempt to extend itself into the upscale market with a distinct brand, similar to Toyota's Lexus. The line represents "the ultimate expression of technology, craftsmanship and design," according to Sony Electronics eSolutions president Mike Fasulo.

Pre-opening publicity emphasized that Qualia products would be marketed primarily to upper-income women who would appreciate the store's one-on-one demonstration-by-appointment policy. A second Qualia shop will open next month in the new Sony Style store at the Las Vegas Caesar's Forum Shops.