The New Black is... 'Black'

- Brand new concept in electricals retailing

- Boutique style - with tech talk

Dec 23, 2010, 04:00 ET from Dixons Retail

LONDON, Dec. 23, 2010 /PRNewswire/ -- Birmingham, the style capital to rival London, has been chosen as the first City in the UK to experience 'Black', a brand new concept electricals store from Currys and PC World.

Now open in Birmingham High Street, 'Black' provides the ultimate synthesis of luxury and technology backed up by the credentials and expertise of the UK's biggest electrical retailers.

Product ranges, which include brands such as Apple, B&W, Leica, Kindle and more, have been specially selected for discerning Birmingham shoppers, who want this season's hottest must-have, be-seen-with kit, as much for their aesthetic as technical features, with extended ranges available online.

Taking its cues from fashion boutiques, Black will display technology in a series of 'collections', which will change with the season, ensuring the store has a fresh look and feel every time a customer returns.  Mannequins will showcase the most stylish pieces available, and every product will have to meet the highest tech and style specifications before it earns a place on the shopfloor.

The two opening 'Collections' - 'Driving Home for Christmas' and 'Objects of Desire' - will provide answers to all those high tech, luxury Christmas wish-list demands.

'KNOWHOW' area offers workshops and one-to-one sessions where customers can learn to personalise and customise their gadgets to suit their own preferences.

A chill-out zone offers relaxing comfortable sofas for customers to enjoy a cup of coffee while surfing the internet to view extended ranges or check out news and views on the store's Facebook page, and children can play Star Wars Lego and other puzzle games on the Apple Macs in the kids zone.

Glass-fronted, open and welcoming experience rooms provide the perfect place for customers to turn up the volume and truly experience the very latest and best audio and TV have to offer.

GT Chand, Black's store manager, comments, "Birmingham is the perfect location for us to launch this new high-end store concept.  Since the opening of the Mailbox and Selfridges at the Bull Ring, Birmingham has become synonymous with high-end retailing, and provides the perfect backdrop for our new store.  Over the years, gadgets have become increasingly 'must-have' and desirable; from flat screen tvs , to the latest mobile phones or tablet computers We can't wait to see how Birmingham responds to seeing these amazing gadgets displayed in a store format which truly reflects that tech can be just as exciting as a new pair of shoes!"

Visit 'Black's' Facebook page for more details about the KNOWHOW workshops.

SOURCE Dixons Retail