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Tired of seeing plastic dummies do injustice to the fantastic phones Sony Ericsson has been making, the company has decided to bring "Live" versions of the phone to their consumers at their flagshop store. This first-of-its-kind store is located on High Street Kensington in the heart of Central London, so if you happen to be there (or live there), you're in luck.

The store's design centres around Sony Ericsson's current "I Love" campaign. The store is also loaded with Live handsets, placed right in the middle, despite the risk of losing some phones. As MD John Harber said, "'We will lose some phones. But the overall benefit is more important." Still, security barriers and a guard at the front will be put in place. The most exciting (or dissapointing, depending on how you look at it) part of the store, however, is the two glass display cabinets which houses Sony Ericsson's Japanese handsets. Yes, those amazing Japanese models will be right before your eyes in the store. Don't get your hopes too high though, for they are not for sale.

For those who are not living in London, pray hard that the next store would be in your city, for Sony Ericsson did mention that "this (store in Kensington) is the first of many such stores". So keep your eyes open! [Via Esato]