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Sony auf der IFA 2005, Berlin / Trade fair appearance

Sony auf der IFA 2005, Berlin

Discipline: Interior Architecture

Discipline: Interior Architecture

A black cube consisting of dangling lengths of fabric filled an entire hall at the IFA trade exhibition in Berlin. Reflections of music and light emanated from the 2,300 square meter cloth perimeter, and hundreds of visitors to the hall pushed their way through moving spaces with their bare hands. The entertainment messages coming from the Sony brand under the headings of “imaging”, “music”, “gaming” and “pictures” playfully matched the needs and desires of the stand’s visitors. This interaction (adventure) between brand and space helped forge an identity between the visitors and Sony. This unparalleled trade fair appearance achieved a strong media impact.

Client / Manufacturer

Sony Corporation

Sony Deutschland GmbH
Köln, Germany

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Design Company Agentur GmbH

Design Company Agentur GmbH
München, Germany