US retailer, RadioShack have announced the opening of one of its new concept stores in Brooklyn, New York. The location is one of a dozen stores to open since the company began converting to the new format this summer. Concept stores in the company's portfolio feature an upgraded shopping experience, which showcases the company's new look and incorporates interactive areas designed to help shoppers improve their technology profile. Some features include a speaker wall where customers can shop and compare 13 different speakers using music installed on in-store tablets or played from their own Bluetooth-enabled mobile devices; interactive displays that enable shoppers to find and compare products. The technology that makes shopping interesting and playful, like touch screens and apps that help shoppers understand the benefits of products. Shoppers interact with the touch screens or wave a hand over the display to learn more about any of the three Bluetooth speakers. Joe Magnacca, chief executive officer of RadioShack, said the new store "brings the essence of our new 'RadioShack: Let's Play' branding to the heart of Manhattan." "Our goal at RadioShack is to make our iconic brand relevant to new segments of the consumer market, while reinforcing our commitment to the strong and loyal base of customers who have known RadioShack for many years," he added. "We know that all of these consumers like technology when it makes their lives simpler, but they love technology when it makes their lives fun." RadioShack said it planned to open a variety of different store configuration prototypes in the New York metropolitan area, as well as in New Jersey and Texas, with the configurations customized based on locations, local buying patterns and neighborhood needs. Key lessons from each of the newly configured stores will serve as the foundation for future retrofits and remodeling of many of RadioShack's 4,300 stores throughout the United States, the company said. "We have pre-tested with consumer panels a number of the concepts that are rolling out in the 2268 Broadway store, and we know that consumers are excited about them," Magnacca said. "But based on my nearly 30 years in retail, I know that the proof of concept always comes when shoppers begin exploring the stores, and that the evolution of the shopping experience never ends. "We will fine-tune the concepts people are seeing here today, and by making the experience a fun one for the consumer, with the right mix of products, placement and price, we expect to be able to build the trajectory of RadioShack's growth and profitability."