It is most definetly a real store. I have purchased a B and O cabinet, Beolab 4000s, Bolab 9s, and a Serene there, as well as other products that are not B and O. It is a huge store whith every imaginable type of appliances or electronics, kitchen items, and more.
Part of the store is somewhat of a mini-mall with smaller boutique stores such as Apple and B and O within the larger store.
Check out the rest of their web page, especially the virtual tour section to get an idea of the store's size.
Beovision 7-55 with Beolab 7-4, 9s and 4000s
Beovision 10-40 with Beolab 1s and 6000s
Beosound 1, 5, 2000, and 3000
Beotime, Beotalk, Beocoms