Client Brief:

We were asked to create a temporary structure for Sony that could be set up for pop-up exhibition opportunities to showcase Sony’s new products. The structure was to be futuristic, modern and adhere to the standards of the sites selected for installation, such as Paris La Defense in 2007 during the launch of the Sony Alpha 100 and Cannes Palais Des Festivals in 2008 during the Sony World Photography Awards. The structure also had to be portable, structurally sound, quick to erect and dismantle, waterproof and generally weatherproof because it would be outdoors.


The unit was designed in-house, in consultation with structural engineers. Small prototype sections were built to check viability of design. The unit was made from a combination of steel frames clad with waterproof ply and insulation was fitted. The exterior of the unit was clad in spray finished manufactured aluminium and graphic panels. We also used real glass for the doors and windows. The top cap of the unit was made using structural polycarbonate whilst the floor was chequer plate. The satellite pods were a steel framework with clad and spray finished aluminium panels.

Altogether, these components formed the pyramid in which Sony showcased their new products in both Paris and Cannes, respectively.