Sony Group Creative Center developed the concept and design for the Sony booth at CEATEC, one of the largest international IT and electronics exhibitions in Asia, held in October 2022 at Makuhari Messe in Chiba Prefecture.
The overarching theme of the booth was “To Continue to Share Kando (Emotion) on the Earth.” We sought to create a space that inspires visitors to contemplate their connection with the environment, seek more knowledge about environmental issues, and contribute to addressing those issues—which is not something that can be accomplished by a single enterprise.
The exhibits highlighted various environmental initiatives that Sony is undertaking along this theme. Sony’s efforts are centered around its view of the Earth from the three perspectives of “The Planet,” “Society,” and “People,” and the question of how each one of us who inhabit this planet can fulfill our responsibility and make a difference. This also served as the narrative behind the overall design of the booth, and we arranged the exhibits in a way that was easy to follow so that the message would be clear to visitors. Each exhibit explained how the featured technology addressed environmental issues and the process involved. Visitors were able to learn the general flow of each initiative from a macro perspective, as well as how it related to their lives at a more personal level.
The exhibit space was constructed in various configurations using building materials made of Original Blended Material , an environmentally conscious paper material made from bamboo, sugarcane fibres, and post-consumer recycled paper, developed by Sony. The materials are blended to bring out their organic look, visualizing the procurement process and encouraging intuitive awareness of the environment, while highlighting the exhibits and video contents. The four-meter long paper strips covering the booth gently swayed in the wind, creating an inviting atmosphere. The modular fixtures for presenting the exhibits, including tables, display stands, and caption stands, were made by combining honeycomb panels and paper tubes to ensure they could be flexible for various exhibits and be reused. Being made of paper meant that they could also be recycled after use. The whole space was designed in a way that let visitors experience Sony’s commitment to the environment.