SONY Re-Imagined

In 2008 Sony was in the market for a design company with not only a good product understanding but with experience in luxury high-end furniture. After the creative director of Sony’s Santa Monica design studio caught wind of the exclusive Carbon22 furniture series by Dario Antonioni, we were given an assignment to re-imagine the flat screen plasma TV not just as a wall-mounted object for watching television but as a luxurious piece of furniture. Over the course of three weeks, a variety of concepts were created ranging from desktop scale to larger versions. Eight of the original ten concepts ranging from low end to high end on a variety of scales were pitched by the Santa Monica studio at Sony’s global conference in Japan with the deciding executives.

Product Design Innovation 
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