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SONY Re-Imagined

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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.
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  • Sony Re-Imagined
    Product Design Innovation 
  • “Philippe Starck watch your back…”
    - The New York Times


    TECHNOLOGY MEETS FURNITURE
    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. 

    OFF THE WALL
    Using our past experience and expertise in the furniture industry we created a piece of high-end interactive furniture. One of the concepts that we delivered is called Omni. Omni provides unprecedented access to your media in new and unexpected ways. With a push of a button Omni knows where you are and will adjust to your habits over time with the ability to interface with your environment. You want to read the New York Times at 7:15 or randomly display family photos on the weekends? Well, now you can. An articulating arm designed to pivot 360 degrees and rotate 180 degrees horizontally gives access to an oscillating television that can rotate portrait or landscape. At the flip of a switch the Omni can rotate 90 degrees from your portrait morning paper to watch regular programming or check your e-mail. Surf the web, watch a movie, animate a Picasso or just simply watch it maneuver. It’s like nothing you have ever experienced.

    CENTER OF ATTENTION
    If you go into any audio video store today – whether high-end or mass market – you will notice that carbon fiber is now a material that is used as a decorative element. This trend is based on the concepts that Orange22 pitched for the project, resulting in direct business impact that is influencing the home entertainment industry. Our vision for the future Sony televisions is catching on and playing a starring role as the center of attention for those looking for a focal point in any space. A TV is a very important purchase for a home and a higher price tag is now justified by our design which bridges the gaps between information, entertainment and lifestyle.

    SERVICES DELIVERED
    + Trends Research
    + Consumer Research
    + Design Development
    + Industrial Design
    + Prototype Engineering
    + Vendor Sourcing
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