Sony Computer Entertainment UK has established a temporary PlayStation showcase on Oxford Street.
The outlet can be found in the technology section on the fifth floor of department store John Lewis. It gives shoppers the chance to try out both PlayStation Vita and PS3.
The pop-up stand has been created to complement yesterday's launch of Vita and will remain open for a few months and is part of a massive retail campaign for the new handheld.
Last year, Nintendo opened a store in John Lewis' kids department.