SONY ISE 2016 Amsterdam

An Immersive Forest Experience

Sony, known for its innovative approach to technology, has created a truly unique and immersive experience at the ISE 2016 Amsterdam exhibition. Designed by Ton Wittebol, the Sony booth transports visitors into a poetic forest, showcasing the brand's high-end electronic equipment in a captivating way.

What sets this design apart is its unconventional approach. Instead of a traditional exhibition stand, Sony has created a forest environment, complete with towering trees and projection surfaces that resemble leaves. The projections on these surfaces change with the seasons, creating a dynamic and ever-changing visual experience.

The use of steel, wood, rubber, and digital content brings this forest to life. The 16 horizontal projection surfaces, or "leaves," display a range of imagery, from a plane flying overhead to lightning storms. The height of the trees, reaching 750cm, adds to the grandeur of the installation.

By creating this dreamlike environment, Sony not only sets itself apart from its competition but also promotes its product offerings in a visually stunning way. The forest presentation showcases Sony as a high-tech entertainment company, capable of creating outstanding audiovisual projects.

One of the challenges faced during the design process was ensuring that the projections did not encounter any obstructions that would cast shadows. This required careful planning and coordination to create a seamless and immersive experience for visitors.

As a company that values innovation, Sony is always open to pushing the boundaries of presentation design. The forest installation at ISE 2016 Amsterdam is a testament to their commitment to creating impactful and immersive experiences for their audience.

The Sony booth at ISE 2016 Amsterdam received the Bronze A' Design Award in the Interior Space, Retail, and Exhibition Design category in 2016. This prestigious award recognizes designs that demonstrate creativity, resourcefulness, and technical excellence, contributing to improvements in quality of life.