Retail design
SEC [Sony Experience Center]
Sony
2024
Benjamin Menzel
A showroom concept that integrates Sony’s consumer electronics into a spatial design, combining biophilic design principles with industrial materials and modular elements to create a multi-sensory brand experience.
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abstract
SEC [Sony Experience Center]
The Sony Experience Center is an innovative showroom concept that fuses Sony’s consumer electronics with biophilic design principles. Inspired by traditional Japanese architecture, the project combines natural materials with cutting-edge technology to create a distinctive brand experience. The architectural concept draws on elements of Japanese temple complexes, presenting Sony products within a high-tech yet natural landscape. The project involved the development of a holistic retail design concept which includes the design, visualization, and construction of a custom furniture piece. The SEC strengthens emotional customer engagement and enhances brand presence in the retail space.
00 scope of work
01 [Design concept] 02 [Spatial design] 03 [Architectural model] 04 [Editorial design] 05 [Hospitality design] 06 [Exterior design] 07 [Interior design] 08 [3D design] 09 [Graphic design] 10 [Product design] 11 [Architectural design]
01 Structural base
The architectural concept of the Sony Experience Center is rooted in modularity and flexibility. Each exhibition building is composed of „Base Cubes“, freestanding units with a footprint of 380 x 380 cm and a height of 300 cm, framed by 20 x 20 cm aluminum profiles. These glass-walled cubes allow unobstructed views of the natural surroundings and flood the interior with daylight, creating a seamless visual connection between inside and out. Surrounded by a 150 cm wide walkway, the cubes can be freely combined and arranged according to spatial and functional needs. Roofs and paths follow the same modular logic, enabling a dynamic, deconstructivist floor plan that adapts to both environment and visitor flow. Elevated on stilts, the structures minimize land disruption, preserving the untouched landscape of its location.
02 Café
COF.02 functions as both an arrival and departure point, offering a place for rest, conversation, and culinary enjoyment. Designed as a biophilic retreat, the café features an integrated green zone and panoramic views of Sengokuhara’s natural surroundings. Large glass surfaces and a fluid spatial layout blur the boundary between interior and exterior, while natural materials such as wood contribute to a warm, grounded atmosphere. Subtle lighting and ambient soundscapes create a calm environment, allowing visitors to focus on high-quality cuisine and specialty coffee. COF.02 also serves as a subtle brand experience, using Sony robotics to offer a futuristic multisensory interaction that reinforces the identity of the brand.
03 Audio exhibition
AEX.04 is the fourth exhibition house, dedicated to Sony’s audio equipment including headphones, a record player, and speakers. The space is divided into an exhibition area and a dedicated listening room. Two main product displays focus on Bluetooth headphones and Sony’s premium record player, encouraging hands-on interaction supported by staff and info robots. The highlight is the intimate listening room, designed to offer a personal sound experience. Soft carpets and a central “Green Area” create a warm, homely atmosphere that enhances emotional engagement with the products.
04 Camera exhibition
CEX.05 is the fifth and final exhibition house and, with six base cubes, the second-largest unit in the showroom. Dedicated to Sony’s camera technology and smartphone photography, it combines innovation with hands-on experience. The space includes an exhibition area and a workshop zone, showcasing a curated selection of cameras and Sony’s latest flagship smartphone. Visitors are encouraged to explore devices in realistic scenarios, supported by display technology, detailed product information, and service robots. A striking biophilic design blurs the boundary between interior and exterior, creating a sensory-rich environment that reflects the SEC’s core philosophy.
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