Experiential programs leveraging artist creativity

Ginza Sony Park celebrated its grand opening in January this year, serving as a hub for Sony's brand communication. Coinciding with this, it hosted Part 1 of the Sony Park Exhibition 2025 from January 26 to March 30. Following this, Part 2, running from April 20 to June 29, is now being held. It presents experiential programs themed around three business areas — G&NS, Pictures, and ET&S — highlighting the unique talents of artists like BABYMONSTER, Creepy Nuts, and Kensuke Ushio.

Each business is uniquely translated into one of six abstract exhibition themes, such as "Gaming gives us tales of growth," "Entertainment technology breaks the mold," and "Cinema grants knowledge." Yumi Ohya, from the UX Creation Department in Sony PCL's Creative Division, who was in charge of planning and production, explains, "The six themes vary, as do the expressive worlds and appeals of the six artist groups. Consequently, we intentionally planned the synergy of themes, artists, and technologies so each combination could elevate into a distinctly individual experience."

Step into a new dimension of gaming: a game arcade brought to life by sound, haptics, and visuals

The Ginza Sony Park building has five stories above ground and three below. Taking place on its second basement floor, "Gaming gives us tales of growth" is a project delivered in collaboration with BABYMONSTER, a girl group featuring members from Korea, Thailand, and Japan.

This project allows visitors to enjoy three features themed on BABYMONSTER's popular songs "SHEESH" and "DRIP". One experience, the "SHEESH" Hunting Game, invites players to use a haptic controller, which incorporates Sony's haptics technology, currently under development. In this music game, players use the haptic controller to shoot BABYMONSTER symbol marks projected on a large screen.

Yusuke Nakagawa, from Sony Corporation's Technology Development Laboratories, who led the haptic controller's development, explains, "Sony actively develops various haptics technologies. As part of this, our team is creating a new technology to reproduce strong impact sensations and delicate vibrations previously unattainable. We utilized this advancement here, engineering a haptic sensation that perfectly complements the game and sound."

The "DRIP" Dancing Reel, an experience inspired by photo sticker booths, generates footage of a visitor's digital avatar dancing to the "DRIP" music video. This system uses Sony's Portable Volumetric-Capture System, a 3D capture technology, to photograph the visitor for ten-plus seconds, convert their image into 3D data, and then creates the video footage.

True to its "Portable" name, this system allows for 3D captures by transporting equipment to various locations. At the Sony Park Exhibition, however, a large volume of visitors uses the system consecutively. "Handling such a high number of captures was a first for us, so we repeatedly tested and refined the system to ensure continuous, trouble-free operation," says Taketora Momota, from the Technology Development Division in Sony Group Corporation's Business Incubation Platform, who managed the technology.

An "immersive space" to bathe in music with your whole body while wandering

On the 3rd floor, visitors find the "Entertainment technology breaks the mold" installation, a collaboration with the hip-hop unit Creepy Nuts, celebrating the 8th anniversary of their debut this year. This program allows visitors to experience the history of how this duo took on every challenge with real street spirit.

Inspired by the Creepy Nuts song "LEGION," the space features a flock of mirrors evoking a crowd, as well as eight Sony's high-quality LED displays, Cystal LED, in varying sizes — nodding to their 8th anniversary — and 24 powerful speakers. As visitors wander through this area, they experience the uncanny sensation of stumbling upon an energetic street performance. Additionally, benches equipped with "Active Slate," utilizing Sony's haptics technology, allow visitors to feel music throughout their bodies via a fusion of sound and vibration.

"We combined footage of live performances and graphic visuals from Creepy Nuts with a three-dimensional acoustic space. Our goal was to create an installation that allows people to immerse themselves in the Creepy Nuts world in a manner different from a live concert," states Ohya.

This exhibition distinctively features a non-uniform arrangement of devices like displays and speakers. Hiroshi Tsunashima, from the UX Creation Department in Sony PCL's Creative Division, who managed the technical aspects, explains, "We designed the layout to offer varied experiences in different areas. We encourage visitors to explore the entire floor, find their preferred listening spots, and enjoy the immersive music."

An unknown music experience in the "Cinema Forest"

On the fourth floor is "Cinema grants knowledge," created with musician Kensuke Ushio, which allows visitors to listen to movie soundtracks he curated. Headphones hang on 21 pillars, meant to invoke trees in a forest. Visitors step into the cinematic forest of Kensuke Ushio's imagination, encountering new films through their music.

A mini-theater at the rear of the space presents a trailer for the new anime film Chainsaw Man - The Movie: Reze Arc (releasing in Japan on September 19, 2025), for which Ushio composed the music, enhanced by Sony's technology. Ohya explains, "We created a viewing experience that synchronizes multiple elements: powerful visuals on a large 190-inch screen, sound mixed with Sony's 360 Reality Audio using spatial sound technology for a rich sound field, and a floor providing delicate, synchronized vibrations using Sony's haptics technology. Furthermore, Ushio-san himself supervised the mixing session in the studio for the sound source featured here."

Leveraging creativity and technology to deliver "Only-Sony Experiences"

The Sony Park Exhibition 2025 draws a throng of visitors daily. Ohya smiles and remarks, "The experiences we've crafted with artists focus on `how technology moves people's hearts,' rather than just showcasing the technology itself. We hope the Sony Park Exhibition sparks our visitors' curiosity, even just a little."

Technology underpins these creativity-rich exhibitions. The engineers who brought this technology to life discuss future prospects:

Nakagawa states, "We anticipate that the haptics technology used here will find applications beyond experiential exhibitions, extending into fields like XR and accessibility. We hope people will look forward to a future where Sony incorporates this new technology across a wide array of its products and services."

Momota says, "Our portable volumetric-capture system allows free customization for 3D captures, accommodating different movements, backgrounds, and camera work than shown in this exhibition. We aim to broaden its application to various attractions using this framework."

Tsunashima remarks, "We can forge new experiences by combining multiple technologies and creativity. While many facilities offer immersive experiences, we aspire to deliver unique experiences that only the Sony Group can create."