Sony Design & Branding 3D WORLD. CREATED BY SONY by Freestate

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Industry Shows, Events & Festivals
Media Design & Branding
Market United Kingdom
Agency Freestate
Creative Director Adam Scott
Art Director Dominic Hyman
Producer Morris Lyda
Released September 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: SONY
Product/Service: SONY AT IFA 2010
Date of First Appearance: Sep 3 2010
Entrant Company: FREESTATE, London, UNITED KINGDOM
Creative Director: Adam Scott (FreeState)
Spatial Design Director: Charlotte Boyens (FreeState)
Managing Director: Ben Johnson (FreeState)
Client Director: Meredith Earl (FreeState)
Art Director: Dominic Hyman (Freelance for FreeState)
Build of Shops and Show Area: Michael Duewel/Uwe Schaer (Studio Babelsberg GmbH)
Sound Design: Andy Visser (Sound This Out)
Lighting, Sound, Special Effects: Peter Mader/Roland Strutz (Limelight Veranstaltungstechnik GmbH)
Theatrical Lighting Design: Michael Kuehbandner (Freelance for Limelight Veranstaltungstechnik GmbH)
Build of Business Area: Steve Tustain/Karl Schad (Gielissen GmbH)
Content and Animation design: Matt Wade/Kevin Palmer (Kin Design)
Digital Set Design: Carsten Woithe (Freelance for FreeState)
Senior Product Manager, Products: Kathy Stephens (FreeState)
Exhibition Design: Julia King (Freelance for FreeState)
Graphic Design: Kathrin Jacobsen (Freelance for FreeState)
Construction Manager: Brett Bartlett (Freelance for FreeState)
Producer: Morris Lyda (Freelance for FreeState)
General Manager: Kim McCarthy (McCarthy Jelleff)
Assistant Art Director: Heike Suhren (Freelance for FreeState)
Media placement: Temporary Exhibition - IFA, Messe Berlin - September 3rd-8th 2010

Describe the brief from the client
IFA is a 6-day event held at the Messe Berlin and the world’s leading business showcase for consumer electronics.

At 6000m2, Sony’s was the largest pavilion. Inside it, our job was to position Sony as the world leading entertainment brand, with a particular focus on 3D, and celebrate Sony’s ‘make.believe’ proposition; from making cameras, running film production studios and record labels, as well as creating the products that deliver the content.

Describe the challenges and key objectives
Challenges: How do you make the typical 'trade fair' environment feel fun? How do you make your client's space unforgettable when everyone else is trying to do the same? How do you enable and encourage play? How do you transform a vast, windowless space into an easily navigable, entertaining and stimulating place without it becoming overwhelming?

Objectives: Create an installation that is inclusive, engaging, memorable and generous in terms of the amount of physical space and entertainment for the audience. Find the perfect balance between a wealth of products to encounter whilst enabling people to simply have fun.

Describe how you arrived at the final design
The concept took the key themes of 3D, networked entertainment and design and combined architecture and exhibition design with live performance to weave them together into a coherent whole, filled with new material and experiences.

The world's largest projector was used to wrap the space in content and a 5.1 sound system provided powerful levels of sub-floor bass. Vast mirrored surfaces added to the sense of spectacle. A 3D Outside Broadcast system filmed live performances, then shown on a giant 3D LED screen. To make the experience even more connected, visitors were filmed in 3D and saw themselves projected.

Give some indication of how successful the outcome was in the market
With 235,000 visitors and around 1,420 exhibitors renting a total of 134,000 m2 for display, IFA 2010 set new records in terms of attendance and exhibitor numbers. In such a busy and competitive environment, it was essential to create as memorable an experience as possible.

The 2010 Sony pavilion achieved and surpassed objectives, being voted No 1. Stand by visitors to IFA, far outperforming rivals Samsung and Panasonic which had also positioned entertainment and 3D as central to their stories. This project is now considered by Sony as the global benchmark in spatial design, informing all future projects.