Design a five-day live experience to launch the new global Sony creative positioning at the world’s largest consumer electronics tradeshow, IFA in Berlin. The exhibition design had to perfectly encapsulate the energy of a born again brand, products, services and content united under the single philosophy of ‘Make.Believe: anything you can imagine, you can make real.’ In addition, there was the corporate imperative to celebrate Sony World Cup football sponsorship.

We delivered a physical design that both transported visitors into the world of their own imagination and resonated football from every fibre. Our solution was to borrow from the experiences of the world’s greatest stadiums where football is not sport but theatre. Thus, tremulous darkened tunnels leading to a throbbing centre, micro sounds amplified to cavernous resonance, sparks of light connecting into glorious 3D images – in short, a magnetic place that attracted record number of visitors and gave Sony a unique aesthetic direction for the future campaign.

- 177,300 visitors to the Sony hall- Ambitious sales targets were over-achieved- Trade visitors thought Sony was the Top Exhibitor at IFA 09- Consistently positive feedback on impact for Sony-Retail relationship- Sony succeeded in generating greater media attention and coverage than their competitors- There was a significant uplift on the Sony Net Promoter Score after visitors had experienced the Sony hall