Sony – Future of Retail

Sony Xperia™

Showcasing the future of retail technology


Electronics giant Sony presented its bold interpretation – The Future of Retail – with a holographic extravaganza designed to revolutionise the high street.

Recognising our ability to create incredible retail experiences, Sony and its design agency, Iris Worldwide, approached us with a unique idea for getting the public back to the high street. Launched at O2’s Retail Expo 2013, we transformed the Sony’s flagship water-resistant Xperia™ Z product line into a holographic show that quickly became the talk of the exhibition. Engaging and exciting, it generated a huge impact by demonstrating just how forward-thinking Sony is.

About The Future of Retail

Sony’s main objective at the Expo was to demonstrate how the seamless connectivity between Sony devices and digital content is undeniably the future of retail experiences. To achieve this it wanted attendees to walk away feeling inspired about both its innovative products and the broad range of content available.

To create the desired effect, Sony worked with us and used our innovative 3D holographic technology. The end result: a visual spectacle created by award-winning design team, Iris Worldwide, which was a demonstration of how to bring people back to the high street and the on-going potential holographic projections have within the retail and marketing space.

Our technology in The Future of Retail

Iris Worldwide’s visual spectacle blended live dance with inventive holograms projected into the performance space using our EyeLiner™ holographic system. The holograms showcased Sony’s Xperia™ products and its Entertainment Network for music, movies and gaming downloads.

Sony’s vision for retail channels to focus on engaging content displayed in an exciting manner struck a chord with our team. Because advertising, marketing and retail has to constantly shift to keep up with consumers’ needs, we believe outlets need to think in new innovative ways.

What’s more, with a number of high profile luxury brands and retail groups using our technology to overhaul their storefronts, in-store experiences and marketing efforts, we’re confident that holographic technology can transform the shopping experience. It was fantastic to work with Sony to highlight its potential.

Reactions to The Future of Retail

People arrived at O2’s Retail Expo expecting the “usual stuff” (as one attendee put it). But all were left completely blown away by the sheer scale and visual impact of Sony’s holographic spectacle. You can watch ‘the making of’ film (above) and discover the huge breadth of technical components and features that had to come together to create the presentation. You can also catch the presentation in full on the Vimeo channel of lead animator, Dominic Faraway.


Creative Agency – Iris Worldwide

Content Production – Musion

Lead animator – Dominic Faraway

3D holographic technology – Musion Eyeliner

Installation Company – Musion

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