POP UP SHOPS in London

New "Pop Up Shops" put the PSP in consumer hands ahead of Christmas

Sony's new handheld console, the PlayStation Portable, is being shown off at retail spaces in London's hottest shopping districts in the run-up to Christmas - with "pop up shops" already open in two city centre locations.

The temporary retail spaces are designed to showcase the PSP and its line-up, as well as giving visitors some insight into the history of handheld gaming and media with a small exhibit of retro consoles and devices.

The first store opened at Seven Dials, near Covent Garden, at the end of September - while the second, on Great Titchfield Street in Soho, is a more recent addition, and more locations may well open in the coming weeks.

You can find photos of the Soho location just below this article; the store is clearly designed as a sampling space rather than as a massive retail outlet like the nearby Apple Store or Microsoft's new Xbox 360 store in Tokyo, but nonetheless, it's Sony's first step into PlayStation-branded retail outlets in the UK.

"PlayStation Portable will be popping up in temporary retail spaces through September - November 2005," a Sony spokesperson explained, describing the stores as "a mini exhibition of the games we used to play as well as an accessible product sampling store."

"Keep your eyes on main shopping areas and ears to the ground for news of the latest residents, gatherings and happenings," the spokesperson advised.