Siemens Home Appliances and Sony at IFA 2015: 7,500 Square Meters of Brand Experience Designed by SCHMIDHUBER

SCHMIDHUBER have delivered their signature well-balanced mix of architecture, brand communication and product presentation at this year’s IFA in Berlin for two of the top players in the industry: Siemens home appliances are welcoming visitors with the slogan “Living in a Connected World” and Sony are inviting visitors to experience a larger-than-life high-tech show in the impressive “Sony Square.”

The concept “Space Lab” embodies Siemens’s futuristic, high-end design philosophy. It connects all the different areas together into one seamless polygonal structure and offers an imposing backdrop for the five themed highlight areas. The central zone in the brand space is taken up by the area “Connectivity.” Visitors are invited into a walk-in Siemens apartment where they can experience networked home appliances using the app “Home Connect” for themselves. Different lighting levels draw the visitors’ attention to demonstrations of different use cases, while the functions of the app and each device are demonstrated on a huge LED wall. The room is extended into a virtual space where the range of products, quality standards, innovation and the playful interaction between user and device are brought to life. The space is a perfect distillation of the Siemens trade fair slogan “Living in a Connected World.”

The Sony installation is a further development of last year’s concept “ONE SONY.” Visitors enter an animated brand arena along a gangway and are immersed in a fantastic world of premium technology. A massive 360° screen surrounds the entire room, 60 meters long with 24,000 pixels, and shows scenes from the three pillars of the Sony brand world: Products, Content and Services. The five product groups Sound, Mobile, TV, Games and Camera come together in the “Sony Square,” inspired by a bustling market square. The screen extends right down to the floor, demonstrating the synergy between the real and virtual product groups and making the Sony culture into a spatial experience. Visitors can see for themselves the breathtaking new possibilities offered by the latest technological developments. This joy in innovation is communicated not only by the Sony product highlights themselves, but also by the high-end multimedia presentation. Visitors to the “Sony Square” are taken on a magical journey into the multi-faceted world of Sony.

The Berlin consumer electronics trade fair IFA is the largest trade fair in the world for consumer electronics and home appliances, and this year runs from 4 to 9 September in the Berlin ExpoCenter City. The Siemens stand is in Hall 1.1, stand 101. The Sony installation is in Hall 20.


Credits Siemens

Client: BSH Hausgeräte GmbH, Munich
Responsible as General Contractor: SCHMIDHUBER, Munich
Concept and architekture: SCHMIDHUBER, Munich
Concept and Communication: KMS BLACKSPACE, Munich
Photographer: Jörg Hempel, Aachen

Ground Floor: 3.100m² EG, 500m² OG

Credits Sony

Client: SONY, Japan
Responsible as General Contractor: SCHMIDHUBER, Munich
Concept and architecture: SCHMIDHUBER, Munich
Visual Communication Digital: Stungun Productions, L.A. USA
Photographer: Olaf Becker, München

Ground Floor: 3.900 m²