SONY PLAYSTATION 3
An event space for a new dimension in gaming.

Sony Playstation wanted to launch Playstation 3 with a bang into the market and for that needed a space where they can present the new gaming platform to press, piers and select customers alike. The idea was born quickly that because of the diverse customer base Sony was aiming for any one personality would not be able to cater to everyone. The idea of an aspirational loft was born with different zones and personalities celebrating the diversity of customers.

A living kitchen was created at the heart of the loft with a large communal dining table. Meeting zones, screening areas, gaming pits, gaming sofas, custom gaming stations all were created to allow each individual to choose their personal gaming zone.

Collections of eclectic objects were arranged throughout the space to give some system to the randomness. The entire experience was literally topped with a bar and cinema area on the upper floor, catering for all kind of events.

Project undertaken together with Tom Dixon.