In the style of The engineer and the artist campaign, the agency has developed the 4000m2 area according to a spatial and communication concept that brings the best of two worlds together: Future technologies are showcased in a playful environment, which with the aid of flowing forms draw the user into an inspiring rendition of everyday life. Making their way along a meandering product highway, the Winding Road, the visitor traverses the World of SONY.

This concept was the result of an extended design process from the development of the first ideas up to the realization. A comprehensive analysis and strategic assessment are the methodological foundation of our work. We engage our customers in a dialogue where every task is looked at from different perspectives, and together we define the essential goals and formulate the visions arising from there. This basis serves us as a source of inspiration for the development of spatial identities.

The target audience at IFA was potential customers of Sony and on the other hand Sony wanted to raise their profile with the general public.

From the very beginning of the 2014 IFA, a great amount of articles, images and videos were published in various magazines, newspapers and on diverse social media platforms. Furthermore, the positive personal feedback from customers was overwhelming.