Sony Electronics and Comcast plan to open a co-branded retail and technology store in Philadelphia on Tuesday in what will start as an experiment but could result in more stores jointly offering Sony consumer devices and Comcast cable services.

While the 3,400-square-foot store will sell familiar products from both companies, Comcast chief executive Brian L. Roberts said there will be "a labs aspect" to the store, because consumers will have the opportunity to see products under development.

Sony already has 40 U.S. Sony Style stores that feature Sony electronics and entertainment offerings; Comcast has some 5,000 retail outlets. But the existing Sony and Comcast locations are focused in each company's respective offerings.

In the co-branded store, "shoppers will have opportunities to make informed purchase decisions about what best fits their needs via personalized service and product demonstrations from in-store Sony Electronics and Comcast representatives," the companies said in a joint statement.

Comcast's TV interfaces will be connected to new Sony TVs, for instance, in an example of the growth of electronic devices linking with set-top boxes and other cable offerings. Comcast plans to demo 100-Mbps surfing and downloading as well as an enhanced cordless phone that has e-mail, IM, text, and Yellow Pages features.

Executives from both companies said the store is intended to be a one-off, but -- if successful -- the concept could result in additional stores being rolled out.

Sony is planning to demonstrate a brace of its familiar electronics offerings -- including LCD televisions, Walkmans, Vaio PCs, digital cameras, and PlayStation 3 game consoles. Its emerging OLED TVs also will be on display. Comcast also will show how all the devices and services work together.

The store will be located in the Comcast Center in downtown Philadelphia.

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