AWE has positioned its upgraded Epsom showroom as a key location for Sony Professional Crystal LED technology, unveiling the installation during its annual trade-focused Expo.
The UK distributor opened its doors to installers during the three-day event (June 30-July 2), which spotlighted various upgrades built around a technology-meets-design approach.
These included Sony’s 165-inch Crystal LED display, presented in the main showroom as a dynamic digital canvas, alongside enhanced cinema spaces and a new media room.
The update reflects a wider rise of experiential demonstrations in the CI channel, with distributors and manufacturers looking to showcase complete living environments rather than products in isolation.
Stuart Tickle, managing director at AWE, said: “The fully refitted main showroom and media room generated brilliant conversations, and it has been hugely rewarding to see the upgrades land so well with visitors.”
AWE’s redesigned main showroom foregrounds how technology can be integrated into contemporary residential spaces, blended discreetly with interior architecture.
The 165-inch Crystal LED display is presented as part of a fully realised, multi-purpose living environment, including Stealth Acoustics Invisible Speakers and RAY healthy lighting.
It also invites visitors to compare a range of display technologies from different manufacturers to anchor conversations in performance and project requirements.
The installation represents growing residential interest in large-format direct-view LED displays, as integrators explore alternatives to traditional projection and flat-panel technologies.
Elsewhere, the showroom's reference cinema showcases custom acoustic optimisation with DIRAC Active Room Treatment, Adeo screen solutions, and a 10,000-lumen Epson QL7000 projector.
Other upgrades include the music room, which focuses on two-channel hi-fi and multi-room listening, to demonstrate how curated design and presentation can influence conversations around premium audio.
Another addition to the site is the upgraded media room, built around Stealth Acoustics eighth-gen invisible speakers.
This proved a popular demonstration space during the Expo, pairing displays with architectural speakers, networking and live stereo to support both entertainment and working-from-home applications.
With the refurbishment complete, AWE says the showroom will operate as a year-round destination for integrators looking to evaluate residential technologies in depth.