IFA, a consumer electronics show held in Berlin, Germany, is more than just a venue for showcasing new technologies and products—it is also an occasion for embodying a company’s approach and philosophy, as well as a brand’s attitude. Sony’s exhibit at IFA 2014 aimed to create a comfortable experience by incorporating everyday materials. With this concept, Sony designers directed the design for the entire booth space and the installed fixtures, as well as how to present our products. By using wood materials, we created a warm, soothing atmosphere that matched both products with inorganic colors and those with rich colors, which were becoming a new trend back then. We set a stage for lifestyle-oriented communication with the aim of evolving into a human-centered brand.