IFA: the world’s largest consumer electronics trade fair. Berlin, August 2008.Sony required an exhibition and event that:- Helped unite their myriad of products, technologies and content around a single idea, that together they represent the future of digital entertainment.

- Inspired and excited visitors to help redefine how people engaged with the brand.

We flipped the traditional exhibition format, replacing an emotionless grid with a place of wonder, encouraging people to play and explore. It was a warm, human and inspiring place, transformed by Sony product, content and technologies; an expression of the brand.The White Wood dwarfed an exhibition hall in a forest of immaculate white trees. With colossal mirrors flanking opposing walls, a glance through the wood became an endless visual echo. Space blended with reflection, products blended with content, the public blended with flash mobs. The effect was a united offering for the brand: digital entertainment; where fiction and reality blurs.

Sony’s sales targets significantly exceeded.

Average time on the Sony booth – 24 minutes.The stand was 3x as popular as its nearest competitor.41% voted Sony as the best exhibitor.