One of the greatest projects I have ever worked on is the Sony booth for IFA Show in Berlin. Being part of a Schmidhuber agency's design team I worked on the integration of a rough wooden structure behind the main projection wall into the entire design and creating appropriate product displays that fit to entire concept.

"The curved Experience Path invites visitors in to the hall for a walk on Happy Street, where all of the different product groups are combined into a single brand experience."

General idea of a creating a booth as a long path between high multimedia projection walls was continued from the year 2015. Our general task was to integrate wooden elements and step by step transform Sony's exhibition design language to the new style that based on using rough wood and visible constructive elements.

Projections and additional dynamic lighting was able to transform completely the atmosphere of the booth 

The most important and also the most complicated task that stands for Schmidhuber's designers every year is to develop unique displays for a great Sony's products. Working on a project for IFA 2016 we were happy as we had a new trendy material to work with - wood with a rough visible texture and we could design everything from a blank paper using a new approach and material.

During design process a high number of an experimental, unique playful displays was proposed for Sony. Some of them was realized at the booth and illustrated the creativity of the agency and its designers.

To display complicated production process of a premium high definition audio player from Sony we designed the explosion principle of a showcasing of a player and headphones parts inside a glass box.

I am thankful to Schmidhuber agency that I had a possibility to work in a professional  design team on such complex and interesting project such as Sony IFA booth.