Sony auf der IFA 2005, Berlin
Trade fair appearance
A black cube consisting of dangling lengths of fabric filled an entire hall at the IFA trade exhibition in Berlin. Reflections of music and light emanated from the 2,300 square meter cloth perimeter, and hundreds of visitors to the hall pushed their way through moving spaces with their bare hands. The entertainment messages coming from the Sony brand under the headings of imaging, music, gaming and pictures playfully matched the needs and desires of the stands visitors. This interaction (adventure) between brand and space helped forge an identity between the visitors and Sony. This unparalleled trade fair appearance achieved a strong media impact.
