Sony at IFA Berlin 2013

SCHMIDHUBER have once again designed and built the Sony stand for the IFA Berlin 2013. In last year’s show, 900 products were displayed across 6,000 square meters as part of a single unified concept under the Sony banner, but in 2013, it’s the customer who is center stage. From a raised platform at the heart of the Sony installation, visitors have a panoramic view of the trade fair highlights and the range of products on display.

Spreading out from the center, different segment-shaped areas display each of the product groups: Play, Watch, Listen and Create, and everything comes together with the Brand Horizon to form one coherent image – One Sony. This follows the personal philosophy of Kazuo Hirai, President and CEO of the multimedia giant Sony. The Japanese word Kandō describes the act of conjuring a joyful smile on a customer’s face, and it is here made real in a surprising and breathtaking moment for visitors to the Sony brand experience.

Please read more about the project here!