How could direct mail capture the essence of QUALIA and present it to this rarified market? Let form follow function. For launch, a manifesto, really a poem, was written which told the QUALIA story. An aesthetically refined presentation of an aesthetically refined line of products.

The work crystallised the QUALIA brand image not just for the public, but internally for Sony as well, helping Sony better understand and support this new group of products. QUALIA stores have seen brisk business, and more QUALIA stores will soon be opening across the country. QUALIA will also be entering a select group of high end retailers. The groundwork has been laid to establish QUALIA as the high end electronics brand in the US.