I guess its an extension of the Apple Store concept, albeit a little narrower. I know A-T make a lot more than headphones, but they are very much the focus of the listening stations:
Part of Audio-Technica's vision in opening the Lounge will be to enable users to try the products before they buy them. Accordingly there are 13 listening stations to allow visitors to check out a variety of headphone models. Seven stations feature the latest headphone release with a fixed music programme. The other six are integrated with a huge six meter lounge with comfortable cut-out seating spaces where shoppers can relax and experience the full impact of the headphones.
I read something at 6Moons that claimed the listening stations are all powered by Burson - HPA160 and 160D doing the amp duties. Given the rents Westfield would be charging and the undeniably upmarket positioning of the store, it will be interesting to see how they convert all the 'oohs' and 'aahs' into cash sales.