For the first time ever, a showcase of Sony Design will be revealed exclusively within ZonaTortona as part of the Milano Salone Internationale del Mobile 2010 (April 14 – 19th). The exhibition will be a visual insight into Sony’s creative essence and evolving approach to design. The focus of the exhibition was Monolithic Design; a new design concept that Sony has recently introduced across its TV and home entertainment range. This design concept was ignited by a passion to bring about change in people’s attitude in relation to their living space and encourage a change in lifestyle behaviour through the presence of these TV and home entertainment products.
The exhibition space at Salone drives this design concept to another level; visualising the exploration of a human-centric design essence symbolised through lifestyle-focused concepts.
Exclusively for this exhibition, Sony’s Design team has invited London-based designers Edward Barber and Jay Osgerby (BarberOsgerby) to indulge their creativity and design knowledge, and work alongsideSony designers to realize a deeper integration of products within contemporary lifestyles expressed through conceptual archetypes.
Project leader Kaz Ichikawa, Sony Creative Centre commented, “We are most excited to reveal our future design vision at what is the most creative, lifestyle-oriented platform in the world. The Milan exhibition is a new demonstration, a showcase for the strength of our creative energy.”
Ichikawa added, “When we first met with Edward and Jay we sensed a meeting of minds which we deemed imperative for the union of creative ideas. Moreover, we felt their design ethos was complementary to our design philosophy, and their work as a pair of leading contemporary designers brings a new interpretation of individuality, lifestyle and experimentation to the whole experience.”
“Sony has been a part of the design lifestyle since iconic products like the Walkman were launched,” said Edward Barber, “so this project was a hugely exciting challenge for us. It’s been a real opportunity to show a different side of our practice. The result is a spectacular experiment.”
Jay Osgerby added, “The exhibition has given us an unprecedented opportunity to understand and explore Sony’s design. It’s been an inspiring process that has enabled us to develop new archetypes that inhabit an unexpected architectural landscape.”
The impressive space of Officine Stendhal at Via Stendhal 35 will house this forward insight into Sony’s approach to design and will run from 14 – 19 April 2010.
