By Published on .

Client: Sony Corp.

Agency: Duffy & Partners, Publicis Groupe's Fallon Worldwide

Duffy & Partners is a branding and design company that maintains a strategic alliance in Asia with Fallon.

[Shanghai] Sony Corp. is pitching its products, and lifestyle, to upscale consumers in China through a Sony Gallery in Shanghai. In early August senior Sony executives, including Chairman Nobuyuki Idei, and Qrio, Sony's robotic brand mascot, inaugurated the 3,445-square-foot site, Sony's first gallery in Asia outside Japan. Sony also has galleries in cities such as Tokyo, New York and London.

The three-story gallery on Huaihai Road, the heart of the retail district, immerses visitors in a brand experience, including hands-on demonstrations of the Japanese electronics giant's lifestyle gadgets. It uses branding, interior design, merchandising and experiential planning to show how Sony's high-end digital, IT and network products can enrich consumers' lifestyles. The cool, modern interior fuses old and new elements of the city by juxtaposing Chinese elements, such as marbled dragon columns and stone walls, with a contemporary design that showcases Sony products. With names such as the Digital Tunnel, WEGA Stage, PlayStation Area, Cybershot Section, Product Bar and a Home System Display in the form of a floating room, the stations showcase specific Sony products or combinations of products. Unlike its other galleries, the Shanghai gallery doesn't sell any products; it solely exists to promote the Sony brand.

"It's where technology is presented with a soul," said Chris Lee, Singapore-based creative director for Duffy & Partners. "The experience is aimed at connecting Chinese lives with the brand in hopes of inspiring them beyond their imagination."

Duffy developed the gallery with Publicis Groupe's Fallon Worldwide and Shanghai-based architects Perkins & Will and EDG. Fallon and Duffy were partners until April 2004, and still have a strategic alliance in Asia.

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