creating a lifestyle

SONY.

At the IFA in Berlin, SCHMIDHUBER have brought the incredible capabilities of Sony products to life. In 2017, high tech is more than lifestyle – it's part of life, and Sony's product line continues to reflect this with devices that are both user-friendly and highly specialized. SCHMIDHUBER have translated this evolution from clean-tech to smart-tech into the architecture of the hall and designed the entire area as an adventure park.

THe SONY Parcours

On an area of 3,900m2 Sony present a veritable wonderland of products. Visitors can follow an adventure path that leads them through the different product worlds: from a completely connected living room with projectors that turn the breakfast table into a touch screen, to the audio bar, or the high-resolution, slow-motion footage from the newest smartphone cameras. The Sony adventure path is an invitation to explore fascinating dimensions that could be part of your everyday life. SCHMIDHUBER designed the entire hall to express this feeling: daylight, light wooden construction and natural materials to convey a playful atmosphere, a relaxing space where users can try out the different devices to see what they can do. Even the company logo is made of wood.

Inspire, curiosize and touch people

SONY Experience

This year's special product highlight is an augmented reality screen that allows visitors to jump into a parallel world in real time – swimming at the bottom of the ocean or on safari in the desert. In another area, visitors can jump into a ball pool while high-resolution cameras capture the action in slow motion to watch on the big screen. It's a magical wonderland to explore and discover; to put a smile on your face and joy in your heart.