Light and easy does it

Sony Europe, CE Expo 2016, Zürich, on behalf of MCI Schweiz

With its low-key presentation, fresh colours and light, airy look, Sony’s stand at CE Expo 2016 was a big hit. What made it special was the fact that nearly all the materials used were fabric, which is what gave the stand its airy feel.

On behalf of MCI Schweiz, Messerli built the Sony stand, which was anything but run-of-the-mill. With the renowned set designer Carlo Angelini on the case, the team could rely on the combined design expertise of the Messerli Group. The underlying idea was to create a stand design that was derived directly from Sony’s corporate identity and which would create a low-key stage that showed off the products in the best possible light. At the heart of the concept was the «Be Moved» slogan, which was brought across by a curved back wall to produce a three-dimensional effect.

This created not just the visual environment for the presentation but also separated off the exhibition part of the stand from the meeting area, with room for a VIP preview zone containing products that could be viewed only by special guests. Most of the stand components were created through the ingenious use of fabrics. Both the five-metre-high back wall and the pedestals showcasing the latest products were created from custom-finished stretched fabrics, bringing to life the complex stand concept within budget and inside the short set-up time.

Cutting-edge printing technology was employed to make the fabrics look like real wood. Combined with the use of fresh, green colours, these surroundings made a stunning contrast to the technical nature of the audio, photo and TV systems on display.