SONY CES BOOTH : BROADCAST TOWER
In 2006 the Broadcast Tower was a prominent feature of the the Sony Electronics 2006 Consumer Electronics Booth. In a bold decision to show a unified brand Sony moved from several dedicated private suites, it occupied years prior, back to the main show floor in a location at the end of the convention hall. The Broadcast Tower was conceived as a beacon to draw visitors to the new booth location.
A height variance allowed the tower to top all other structures in the hall at 35' tall. The 20 foot diameter truss structure feature LED screens and projected video at it's highest section just below Sony's logo, while the rest of the structure was surrounded with LCD screens. On the show floor gaming consoles allowed visitors to interact with the structure and just above them within eyesight was a broadcast platform that allowed Sony to vet out the space for live broadcasts.
The structure became an iconic feature of the booth for several years and was modified to improve functionality and operational costs over the several years.
The Broadcast Tower was originally conceived for a booth that was colorful and vibrant, the embodiment of exciting entertainment contents. As Sony's unified marketing aesthetics shifted the tower needed a reboot that could allow it to occupy a minimal and refined booth space while still serving as a broadcast platform and iconic element.
My concept design asked what elements the tower needed to achieve it's functional goals... The redesign stripped the tower of all electronic displays, the solid platform surfaces were resurfaced and the truss was left exposed. Large fabric "columns" were introduced to emphasize the structure's height and the top area previous covered in displays was now covered in coil drapery and bathed in light.
The structure was relocated from the farthest corner of the booth to a central location immediately across from the convention hall doors. The massive structure subtly connected the front facade of the former booth's footprint with the massive depth of a new booth orientation serving as the connector of two massive fabric marquees - one all white, one all black.
A bold design element shifted purpose from a lighthouse to a bowsprit.