First Sony Lounge opens in Malaysia

1 min readUpdated Jun 11, 2025Nov 30, 20181:00 AM

Play Everything Lounge Tournaments will be held in this Lounge as well

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Sony has opened its first Play Everything Lounge by PlayStation in Southeast Asia at Sunway Pyramid. The lounge, operated by Sony Interactive Entertainment’s local office, will be open until February 17. Sunway Malls and Theme Parks CEO HC Chan said he was honoured the mall has remained a mall-of-choice for experiences. “The partnership with Sony Interactive Entertainment signifies a true collaborative curation by two of the leading names of the industry. It is our privilege to work with a world-renowned gaming giant to bring another dimension of experiences for our shoppers. It is important for malls to go beyond conventions to stay relevant.”

Sony’s regional head Hidetoshi Takigawa noted the strong performance of the PlayStation business in Malaysia, and said the Sunway Pyramid store is a means for the brand to engage with its local fans.

Southeast Asia’s first PlayStation Experience was held in Kuala Lumpur last year.

Gaming tournaments, community engagement activities and unreleased game trials are expected to be held in the space. A virtual reality area allows visitors to try Sony’s PlayStation VR gaming system for PlayStation 4.

View the image of the lounge below (6 pictures) :

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What this means

Sony’s Play Everything Lounge in Malaysia is a shrewd move, shifting from traditional retail to immersive brand experience. This temporary pop-up pressures other entertainment brands to innovate beyond static product displays, much like Tiffany & Co.'s experiential cafe in Singapore. While Panpuri focuses on traditional store counts for expansion, Sony is testing a more dynamic, engagement-driven strategy. This model, if successful in converting experience into sales, could be scaled regionally, offering a competitive edge without the long-term overhead of permanent flagship stores. It also provides Sunway Malls with a unique attraction to draw footfall, a strategy similarly employed by malls hosting large format stores like Skechers. We watch for Sony to disclose attendance figures or sales uplift for PlayStation consoles and games in Malaysia.

Wei Zhang · Retail News Asia newsroom

Questions & Answers

What is the primary purpose of the new Sony Lounge at Sunway Pyramid?

The lounge aims to allow the brand to engage with its local fans, offering unreleased game trials, gaming tournaments, and community engagement activities. Visitors can also try the PlayStation VR system for PlayStation 4.

How long will the Play Everything Lounge be open at Sunway Pyramid?

The Play Everything Lounge, operated by Sony Interactive Entertainment’s local office, will be open for a limited period. It is scheduled to close on February 17.

What does HC Chan, CEO of Sunway Malls, hope the partnership with Sony achieves?

HC Chan expressed honour that Sunway Pyramid remains a mall-of-choice for experiences. He hopes the partnership brings another dimension of experiences for shoppers, helping the mall stay relevant by going beyond conventions.

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