»Hightech meets Experience« - SONY makes its big appearance with product innovations and a new brand world at the IFA 2014

Hightech meets Experience - with this promise President and CEO Kazuo Hirai positions the multimedia corporation as front-runner and innovative driving force behind the networked generation of tomorrow. Top quality, imaginativeness and authenticity, curiosity and excitement in exploring new technologies - the interaction of person with product – these central messages morph into tangible experiences at the IFA 2014. This event marks the third consecutive time that SONY has put its trust in SCHMIHDUBER's brand experience hands.

In the style of The engineer and the artist campaign, SCHMIDHUBER has developed the 4000m2 area according to a spatial and communication concept that brings the best of two worlds together: Future technologies are showcased in a playful environment, which with the aid of flowing forms draw the user into an inspiring rendition of everyday life. Making their way along a meandering product highway, the Winding Road, the visitor traverses the World of SONY. The individual product areas seamlessly overlie the adjoining Activity Zones and show the close interplay between gadgets and appliances. Warm surfaces made of wood and textile break up the harsh white spaces of the previous year, trails on the floors and walls beam the changing display of colours from the SONY Interface Design into the room.

The highlight and defining element is a concave, oscillating mega screen with a dimension of previously unseen proportions: it’s 10 meters high and about 100 meters long. Acting as a gigantic interpretation of the World of SONY the screen uses its 14 million pixels to present a multifaceted product range and wows its audience from every angle. As if on an endlessly turning Ring of Experience the core themes swing through the room and visually represent SONY’s life culture through multimedia, music, film and games. The drama created through individual and group perspectives turns the synergy between technological excellence, innovative leadership and entertainment into a spatial brand experience.

“Leading-edge technology and customer experience is SONY's brand commitment at this year's IFA. Technology is getting smaller, more intelligent, and applicable to people from all walks of life. This, in turn, gives the user space and time to let their imagination and inspiration run wild. It’s exactly this feeling that we have successfully transformed into the third dimension”, says Lennart Wiechell, Managing Partner at SCHMIDHUBER.


The Internationale Funkausstellung (IFA) is the leading global trade fair for consumer electronics and home appliances. It takes place from 5th to 10th September 2014 at the Berlin Expo Center City. SONY’s stand will be on display in Hall 20.

Client: SONY, Japan
Responsible as General Contractor: SCHMIDHUBER, Munich
All Over concept and architecture: SCHMIDHUBER, Munich
Visual Communication - Digital: Stungun Productions, L.A. USA
Visual Communication - Print: hauser lacour, Frankfurt
Construction: Display International, Würselen
Photographer: Olaf Becker, Munich