Sony Scoops 14 iF Product Design Awards

March 9, 2006 – Sony sweeps 14 iF product design awards at CeBit 2006 including two prestigious iF gold awards for its digital still camera Cyber-shot T7 and the WALKMAN A Series (NW-A3000 and NW-A1000). The coveted iF seal of design excellence was awarded by the prestigious International Forum Design. (click here for more information on iF design)

Selected from 1,952 products, entered from 37 countries worldwide, the International Forum Design awarded the coveted iF seal of design excellence to the following Sony products within the two categories “Consumer Electronics / Telecommunications”* and “Computers”:

*In addition, within the category “Consumer Electronics / Telecommunications” the following Sony Ericsson products received an iF product design award: HBH-608 (Bluetooth™ headset), K750i (2.0 Megapixel camera phone) and the Z520i (Expressive Clamshell mobile phone).

iF gold awards**:

• Cyber-shot T7 (Digital Still Camera)
• WALKMAN A Series (NW-A3000, NW-A1000)

**The Cyber-shot T7 was designed by Shin Miyashita, Chief Art Director at the Creative Centre, Sony Corporation. The WALKMAN A Series was designed by Yujin Morisawa, Creative Director at the Creative Centre, Sony Corporation

iF product design awards:

• HDR-HC1 (Digital High-definition Video Camera)
• NW-E405/E407, E505/E507 (Network WALKMAN)
• DAR-RH7000 (Home Theatre System)
• MDR-SA5000 (Stereo Headphones)
• NAS-CZ1 (Hi-Fi System with Ethernet Client Functionality)
• SA-FT7ED (5.1 Flat Speaker System)
• VPL-CX20, CS20 (Front Projector)
• VPL-VW100 (High-definition Front Projector)MFM-HT75/95 (LCD Monitor)
• SDM-HS75P/HS95P (LCD Monitor)
• Sony VAIO VGN-TX (Laptop / Powerbook / Notebook)
• VGC-M53 (VAIO Desktop Computer)

“To win an iF product design award in such diverse categories is a tremendous recognition,” commented Fumitaka Kikutani, Director, Sony Design Centre Europe. “Design is a very strong driver in Sony product evolution. Through our global network of Sony Design Centres, we maintain a design ethos that drives our business forward.”***

***Sony Design Centres can be found in Tokyo, Los Angeles, London, Shanghai and Singapore. Doing what has never been done before has underscored Sony’s corporate philosophy since the very beginning and has always represented the backbone of Sony’s design philosophy of building high-performance, easy-to-use products and services with a distinctive Sony flair.

The Cyber-shot T7 which won an iF gold award is a card-type digital camera that is just 9.8 mm deep at the thinnest point. The shooting-mode settings can easily be controlled using only the left hand, as the relevant buttons are all located on the left-hand side of the camera´s rear face.

“The T7 camera is the size of a credit card, and yet it is neither too slim nor too small to hold comfortably in your hands,” remarked judge Ehlén Johansson from MEJK Design in Malmö. “The lens closes very elegantly and the shutter release reacts extremely quickly.”

The camera was given a simple design, with monotone colours rather than a showy scheme – the design effort concentrated on creating a camera that any adult would feel comfortable carrying around with them at all times. The body is made of stainless steel and its slim feel was emphasized even further through the rounding of the upper corners. To enhance the high-quality feel imparted by the stainless steel, a hairline textural finish was applied, showing the designer’s commitment even in the finest details.

Talking about the WALKMAN A Series, judge Dick Powell (seymorpowell, London) commented, “this MP3 player is the successful new interpretation of the Sony WALKMAN at highest level of design.”

The WALKMAN A Series has been developed as a playback device offering new ways of enjoying music. Providing a good physical sensation with every touch or use, this device can be easily held in the palm of the hand.

To create the feeling of flowing sound and air, the designer used unbroken curved lines, avoiding angles and straight lines, creating a shape that seems to gently wrap around the music. The use of a large size organic EL display for the screen results in a design where text and a menu seem to come from inside the display when the power is switched on.

The awarded products will be shown at CeBIT from 9 March until 31 October at the iF exhibition which is this year split between iF pavilion and Hall 11.