Case Study 

SONY at the IFA in Berlin

Under the motto “Welcome to One Sony”, the new Sony trade fair stand at the IFA in Berlin, measuring around 6,000 sq. m., brings together over 1,600 products in an integrated brand world.


Competing with Apple and Samsung

As the third-largest electronics company in the world, Sony’s core business is entertainment electronics. Following the spin-off of the cell phone division from Ericsson, the Japanese company now wishes to position itself more strongly in this market. With the launch of the “XPERIA I1” at the IFA trade fair in Berlin, Sony presented itself as a serious competitor for Apple and Samsung.

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Holistic reorientation

In coordination with the Sony Creative Center in Tokyo, Schmidhuber and hauser lacour aligned the design of the 6,000 sq. m. Hall 4 at Berlin’s exhibition center to the reorientation. The presentation centers on the topic of the mobile device and as such all the areas of expertise, bundled in a smartphone, that define the electronics corporation (TV, hi-fi, PlayStation, notebook and digital photography) and that all flow into the development of the new “XPERIA I1”. 

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Clear design in line with current
brand strategy

The trade fair stand, largely kept in white, ensures a clear design language and enables concentration on the essentials, namely the new products, which are staged in line with the current brand strategy. At the center is the “XPERIA I1”, with Sony’s other business areas fanning out from it on both sides. Presentations of these areas becomes more detailed the further one advances into the rear section of the exhibition space.

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Product worlds with brand horizon

Clearly designed infographics and labels for 900 products safely guided visitors through the product worlds “Play”, “Watch”, “Listen” and “Create”. Suspended displays surrounding the presentation area form a 360-degree panorama visualizing the brand horizon using motion graphics. A varied presentation composed of individual and overall perspectives that sharpens the brand profile.

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