Sears Unveils ‘Kenmore Live Studio’

Sears Holdings Inc. (Hoffman Estates, Ill.) has opened its first interactive “Kenmore Live Studio” in downtown Chicago as part of a total brand makeover for its in-house appliance line. The studio, at the intersection of Huron and Wells, hosts presentations and unveilings of new products and other events that are shared in real time with those following the brand via its social media page on Facebook.

“We're looking forward to seeing how customers will interact in the 'Kenmore Live Studio' as their engagement will be the key to making this initiative a success,” said Betsy Owens, vp and general manager of Kenmore. “The studio is not a store – it's all about having customers engage with the brand directly and connect with the new side of the brand.”

The studio will be open to the public Thursdays through Sundays.