Sony launches products at IFA show

Communications consultancy Freestate has completed an exhibition project for Sony Europe spanning a 50 000m2 site in Berlin, Germany.

Sony has used IFA as a platform to showcase what it claims are three world firsts, including the thinnest available LCD TV – the BRAVIA ZX1 – sporting a super-slim 9.9mm screen.

The group was briefed to support the launch of several new Sony products into the European market at the consumer electronics fair IFA, which ended on 3 September.

Among other new product launches was an LCD picture frame with high-definition wireless connectivity.

Freestate clinched the design work supporting the show launches, worth a six-figure sum, after a four-way pitch in May.

Ben Johnson, managing director of Freestate, says, ‘Our brief was to do an event that helped challenge everyone’s idea about a standard exhibition format, which can be rather inhuman and uniform.

‘We wanted to create a manifestation of the Sony brand in a format that was warm and a little magical.’

Freestate created a forest of white trees and huge mirrors flanking opposite walls, painting an impression of space while being an attractive area for people to stop and relax.

Other features were a projected sun that rose and fell over this area, and projected silhouettes wandering through the scene interacting with the shadows of exhibition visitors.

London-based Freestate specialises in installations, events, retail spaces and exhibitions.

Its clients include Virgin Atlantic, Channel 4 and Coca-Cola.