HMV has opened a pop up store devoted to technology as it continues to focus on the growing category in the face of dwindling sales in its core products of music and games.

The HMV techshop opens today in Land Securities’ One New Change shopping centre in the City of London in time for the crucial Christmas trading period.

The 1,200 sq ft store, previously occupied by Foyles, will stock premium brands, with products including Apple iPads and iPods; tablets, netbooks and mp3 devices as well as a wide selection of headphones 

The store will also carry a small selection of chart CDs, DVD/Blu-ray and games titles to cater to Christmas gift shoppers. 

The short term let runs into 2012 with the option to extend the lease.

HMV said if successful it could roll more stores out under the hmv techshop banner. HMV said it is eyeing “at least one further London location prior to Christmas”.

HMV has identified entertainment-related technology as a growing area, and has ramped up its presence in the category in its stores in a bid to transform the embattled business.

The retailer said “as the number of people consuming entertainment content via digital formats continues to grow…HMV is well placed to cater to this increasing demand”.

HMV head of technology Ewan Pinder said: “HMV’s remit has always been to give its customers the widest-possible access to music, film and games, however they want to discover and enjoy them.

“So our move into personal technology products, including through this new-style store, is actually a very natural next step for us that supports our continuing transformation into a broad-based entertainment brand. 

“Headphones, in particular, are really taking off in a big way, and are set to be among the ‘must-have’ gift items this Christmas.” 

Land Securities retail leasing director David Atcherley-Symes said: “We are thrilled to be selected as the destination for exciting new innovation in shopping.

“The hmv techshop follows Ocado’s virtual ‘pop-up’ store and Amazon’s collection lockers, offering shoppers in the Square Mile a unique experience.” 

HMV has also today launched a ‘virtual’ shop in a tie up with Twentieth Century Fox Home Entertainment.

The shop will sell Blu-ray Discs and DVDs through HMV’s mobile app.

QR codes featured in outdoor media on prominent high street bus shelters can be scanned by shoppers with a smart phone, which will then be directed to and the selected product page. Shoppers can then add it to their basket and purchase the item.

HMV marketing and e-commerce director Mark Hodgkinson said: “We always look to enable our customers to discover and consume entertainment content in the way that best suits them, and, in an increasingly multi-channel world shaped by mobile technology, we see this innovative partnership with Twentieth Century Fox as a great new way to connect with film fans.”