Watch Sony’s sensorial experience for Milan Design Week, Hidden Senses, come to life through new forms of communication
After an eight-year hiatus, Japanese giant Sony returns to Milan Design Week (17-22 April) with a immersive show inspired by one of the most integral aspects of human physiology: the senses. The exhibition, described as ‘a sensorial experience’ designed to help visualise ‘an enriched lifestyle’, will explore the new forms of communication made possible by technological progress and the internet of things.
Since its launch in 1946, Sony has been at the forefront of innovation, launching iconic products such as the Walkman and the aibo entertainment robot with the help of its cutting-edge design team. Now its latest aim is to strip away the conventions and complexities of technology by making it a sensory and seamless experience.
Visitors to ‘Hidden Senses’ will be invited to discover new possible interactions between people, objects and spaces in a series of four different rooms filled with everything from pure sound experiences to new ways of presenting visual information. The fifth and final section will bring together the entire concept, showing the brand’s latest innovations through a lifestyle scenario.
The exhibition will challenge the audience by asking simple questions relating to the way they interact with their day-to-day environment, and the way that technology can be used to enhance their lives. Humans have so many second-nature responses, and Sony wants to reveal these instinctive reactions and question them. Experience for yourself this leap into the future of design at Milan’s Spazio Zegna.
‘Hidden Senses’ Sony Design Exhibition, 17–22 April, Spazio Zegna, via Savona 56/A, Milan
Visitors at Milan’s Spazio Zegna will be invited to explore new possible interactions with objects
The way we connect with day-to-day products will be questioned within four rooms of the exhibition
With Hidden Senses, Sony will challenge our instincts and our second nature responses of how we react via our senses
The show will offer alternative ways of presenting visual information with its new form of technological communication
Sony aims to use the Hidden Senses installation as a way to strip back the complexities of technology, by providing a smooth experience
The fifth section of the exhibition will bring together all of the concepts in a lifestyle scenario
The project is set to visualise an enriched lifestyle of the future
Guests will be encouraged to touch objects they are already affiliated with for an extraordinary feel
Discover how technology can flourish within our everyday experiences with Sony‘s Hidden Senses
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