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.

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.

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.