Brand copy
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Sony
2011 was the first year that the Sony World Photography Awards had been staged in London. As such, we drew on the Capital as a key theme throughout the Sony Experience, particularly as the week long event would take place leading up to, during and beyond the Royal wedding.
Create
We transformed the Great Arch Lobby of Somerset House, installing a fully interactive environment with two paper-art cityscape backdrops and models to test an array of Sony products. Within studio workshops, professional photographers demonstrated their personal techniques, and elsewhere a branded open-topped Routemaster provided the public with a City tour. Meanwhile, a Photo Squad cavorted across the City, capturing the public with their favourite 'London Moment' giant postcards. These were incorporated into an oversized interactive book, fixed as an installation at Somerset House.
On the day of the Royal wedding, we produced a pop-up experience in Trafalgar Square and Hyde Park - Sony were the only corporate sponsor with a presence at these sites on the day.
Deliver
Following on from the success of 2010 in Cannes, this year's Sony Experience saw an uplift in attendees, with 14,250 in all.
"Crown has been essential to pulling it all together and it has been an absolute pleasure working with them again. There was so much creativity, and I really felt we worked great as a team. We've made something wonderful. Loved it." Elke Fabian, Exhibitions and Events, Sony Europe
