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Consumer electronic events were once viewed as trade shows where technology fans trialled products and salesmen closed business deals. Yet we knew it had the potential to become a perfect space to reinvent a brand. 
After several conversations with the business groups, we were invited to curate the four major consumer events - IFA in Berlin, MWC in London, CES in Las Vegas and CEATEC in Tokyo. We designed communication themes for every product and interpreted them into fun-filled spaces with the intention of shifting the main thrust from product functionality to the concept of "experience," and received the IF Design Award for exhibition design for the first time at Sony.

creative direction / communication design 

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