 f you’re trying to establish a new brand in an industry overflowing with players, you don’t want to just say you’re different, you’ve got to show it. That’s what six-month-old Sony Ericsson Mobile Communications did for its debut at the 2002 CTIA show with fabulous results. |
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| “Simplicity is the fundamental approach,” says Sony Ericsson director of marketing Jon Marin. The booth presents a clean, open display area for product demos, as well as conference and hospitality areas that are private but free of the usual = meeting room claustrophobia. The color palette is simple and direct for bold visual impact. “They were very insistent on keeping plenty of white, pure space,” says Lorenc+Yoo design head Jan Lorenc. “They wanted to present the company as being very different in attitude from other cellular companies.” They were certainly different in marketing approach. Ericsson officials originally suggested that the new joint venture with Sony didn’t need its own exhibit. When Marin’s insistence finally won out, the booth was designed and created in under three months. Lorenc+Yoo created a cohesive structure that sings. Its flowing lines complement the new firm’s fluid, bouncing-ball logo. The lower level’s elevated flooring and sculptural accents announce that here is a significant event space. As a crowning touch, the booth’s curved structures actually spell out the company’s initials in 20-foot-tall letters. The work paid off. “It isn’t just another corporate environment,” the judges say. “It’s unique; the details are beautiful.”  |
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| Double-Deck — More Than $150/sq. ft. Sony Ericsson Mobile Communications Lorenc+Yoo Design, Roswell, GA.; 770-645-2828; www.lorencyoodesign.com Geograph Industries Inc., Harrison, OH; 513-202-9200; www.geograph-ind.com CTIA 2002 $838,000 50 by 90 by 23 feet $187 |
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