The Unique VAIO Shop in Shop Experience
Previously, Nojima stores primarily offered standard specification models for personal use. However, customers can now order customizable models directly in-store, mirroring the experience of the VAIO online store (EC site).
A distinctive feature of the “VAIO Shop in Shop” is the environment where customers can physically compare and try out various accessories, such as mice and soft inner cases, to determine their usability and ideal combinations. Furthermore, “VAIO Meister” sales staff, who possess extensive VAIO product knowledge and consulting skills, will provide optimal product recommendations based on individual customer needs and usage scenarios.
Implementation Overview
-
Start Date: Monday, August 3, 2026
-
Eligible Products: VAIO personal customizable models
-
Eligible Stores: Shinjuku Takashimaya Times Square Store, Odakyu Machida Store, Sagamihara Main Store, Terracemall Shonan Store, Laketown Store, Emiterasu Tokorozawa Store, Nagaizumi Store
-
List of Eligible Stores: https://vaio.com/store/shopinshop/
Past Collaborations between VAIO and Nojima Team
-
Japan’s first battery warranty service launched at Nojima stores (December 2025 onwards)
-
Mobile communication compatible Windows PC “VAIO® Pro PG” released at Docomo Shops (January 2026 onwards)
-
VAIO Meister qualification system introduced at Nojima stores (April 2026 onwards)
-
Dedicated VAIO experience and proposal corners, “VAIO Shop in Shop,” launched at Nojima stores (April 2026 onwards)
About VAIO Shop in Shop
The “VAIO Shop in Shop” is a dedicated experience and proposal corner established within Nojima stores. Here, customers can physically interact with VAIO PCs and accessories, experiencing Microsoft 365 AI features and VAIO’s proprietary technologies. “VAIO Meister” sales staff, equipped with VAIO product knowledge and consulting expertise, guide each customer to the most suitable products and usage methods.
About VAIO Meister
“VAIO Meister” refers to sales staff who have acquired a badge by meeting specific conditions, including passing prescribed examinations and demonstrating sales performance, in addition to possessing comprehensive knowledge of VAIO products. Combining Nojima’s “Consulting Sales” philosophy with VAIO’s product value, these specialists provide optimal product guidance tailored to each customer’s specific usage purpose and environment.
-
Start Date: April 2026
-
Eligible Stores: All Nojima stores
-
Number of Certified Staff: Approximately 170 (as of the end of July 2026)
