In September 2008, Sony Australia opened the doors to UCHI (Japanese word for house) - an extraordinary, purpose-built concept space featuring spectacular architecture within a warehouse in Sydney’s Alexandria. It was created as a vehicle to launch Sony Australia’s new products and technologies for 2008/2009 which included some ‘world firsts’.With several unique products launching simultaneously, Sony had a broader ‘lifestyle’ story to communicate and a need to extend the reach of this story beyond traditional technology and trade media.The previous Trade Show format (with minimal media appeal) gave-way to a fusion of design, innovation and engineering, creating the kind of memorable experience that the world has come to expect from Sony.

A broad range of audiences from media to key influencers such as celebrities and retailers were engaged via a series of tailored events held over three days.

Sony’s revolutionary new products and technologies came to life for guests of UCHI like never before, in a visionary display of technology-fused design.

UCHI demonstrated how Sony’s cutting edge products continue to redefine the digital landscape through advances in high definition and connectivity.The results generated from UCHI stand to further amplify Sony’s creativity and leadership in Consumer Electronics.

In collaboration with designer Amanda Henderson, Sony Australia, The PR Agency and Thompson Street Events developed a plan with PR needs as the primary driver which included a schedule of events that would best showcase the idea.The vision for UCHI came alive through a series of shadow boxes which framed the rooms of the ‘house’, a concept Amanda was inspired by on a recent visit to Milan.

Seven conceptual rooms were created within the warehouse space, each with their own sensory experience. Each Sony product had its own ‘room’ – from the ‘Garden of BRAVIA’ room for the ultimate BRAVIA LCD television experience to the ‘Groove’ garage where Walkman personal systems could be experienced in a silent disco.The UCHI identity was communicated to the finest detail – from the look and feel of the space to the press materials, invitations and event experiences.Approximately ten events and multiple media briefings and filming opportunities were held at UCHI during the three day instillation period. Guests included, celebrities, media, retail and consumer groups.

The UCHI showcase was an exceptional expression of Sony’s vision to be the leading global provider of networked consumer electronics and entertainment. The program of events resulted in outstanding gains in media exposure to new audiences in news, lifestyle, design and technology. Results highlights include:Approximately 200 media attended (lifestyle, design, technology and trade media)Triple the attendees Sony expected from their traditional product showcase format139 pieces of coverage were generated as a direct result of UCHI events The total reach of the combined media coverage was: 65,255,496 (readership)Approx 180 key influencers attended including celebrities and VIP retailers 82 consumers attended during a public entertainment eventSony received outstanding feedback from UCHI event attendees The return on investment of the project for Sony Australia is (at a minimum) 5 to 1 *(confidential)In summary, UCHI highlighted the cutting-edge Sony products available to Australian consumers in time for Christmas. The cost effectiveness of this environment came from its flexibility and design approach.