Sony IFA 2014

Brand event and retail space

PHASE: Completed

Sony is undergoing a radical shift in their consumer product line. Volatile market forces proved that Sony must remain agile and innovative against stiff competitions from Samsung and Apple. For the annual consumer electronics event, IFA in Berlin, Sony asked us to create an all encompassing and appealing brand space for their new, mobile focused product line. The concept dubbed, “Ring of Experience”, the design comprises of 10’ high x 100’ long LED screen, encircling the entire space, encapsulating the visitor with an awe-inspiring visuals and spectacles.

Architects: Schmidhuber + Partners
Design: Dimitri Damiel Kim, (X)Manifold A.D.R.L.
Client: Sony Corporation
Location: Berlin, Germany
Year: 2014
Budget: €1,003,000