SONY | Art Installation + VIP Launch Party

Project overview

To celebrate the launch of the A1E Bravia OLED TV, Sony partnered with Tokyo-based artist Kaz Shirane to create an immersive, kaleidoscopic art tunnel that showcased the new television's technology. The exhibition, “Evolve,” showed at Westwood Gallery in New York from May 4 to 7.

Attendees were invited to walk into the tunnel for a 3-minute audiovisual experience where they could take photos and videos on their phones, as well as pose for a camera installed in the installation, which took photos that were available for social sharing on tablets in the gallery. 

Budget: $1MM 

TeaM: Technical Producer, Architectural Producer, Creative

production role

Lead Producer for multi-step brand activation and interactive tech art installation for Sony Bravia OLED television.

Project Components

• Technologically-driven Structural Art Installation

• Social Share Station

• Product Gallery / Demo Exhibition

• VIP Opening Party

• Press Preview Circuit

• Video Production (Previews + Sizzle Reel)

strategy

• Highlight how the Bravia OLED redefines the boundaries of light, sound, and space by building a site-specific tunnel with reflective geometric panels that project light spectrums, brining the Bravia OLED experience to life.

• Position Sony as culturally aware and tech-forward amongst millennials by participation in Frieze week as well as focusing on creating a memorable social-share component.

Results

• Over 1000 guests and 1200 walk-throughs

• 500 shares of original content and millions of impressions

• Multiple press mentions

responsibilities

• Installation Fabrication in-partnership with technical fabricator, structural designer, and creative

• Build-out

  • Space Design

  • Lighting Design

  • Load-in + Strike Oversight

• Project Management

  • Work-back: Creation + Management

  • Graphics / Collateral Production

• Budget / Margin Analysis

  • Creation

  • Tracking

  • Purchase + Change Orders

• Account Management

  • Client Progress Decks

  • On-site Client Relations

• On-Site Management

  • Staff Management

  • Customer Relations

  • Crisis Management

• User Experience Design

  • Customer / Crowd flow

  • Staff Scripting

• Venue Acquisition

  • Sourcing + Selection

  • Contracting + Fulfillment

• Staffing

  • Brand Ambassadors: Hiring + Training + Scheduling

  • Photographer + Videographer

  • Production Assistants

• VIP Reception

  • Food + Beverage

  • DJ Acquisition + Rider Fulfillment

  • Lighting Design + AV Plan

  • Space Design + Furniture Rentals + Floral

• Content Production

  • 30 Second Preview Clips

  • Sizzle Reel

Press Links

• BizBash

• Digital Trends

• Dealerscope

• Campaign

• Kaz Shirane