Unveiled at Sony’s Corporate Strategy Meeting 2024, the Creative Entertainment Vision for where Sony wants to be in 10 years: a world in which Sony and creators work together, seamlessly connecting a multilayered world where physical and virtual realities overlap to deliver infinite Kando (emotion) through creativity and technology. The vision is the fruit of more than two years of collaboration between then-President, COO and CFO Hiroki Totoki and a diverse group of people from both within and outside the Sony Group—especially talent from the young, up-and-coming generations poised to lead the way in shaping the future. Coming from a wide variety of backgrounds, designers transcended roles and specializations to chart out Sony’s future as a creative entertainment company from a design-oriented perspective.
Sony designers played a part in every phase of the whole process—from research and ideation to concept development, prototyping, and video production. In addition to employing the Creative Center’s "Sci-Fi Prototyping" (backcasting) methods, the team’s concept-development efforts also incorporated forecasting techniques that factored business viability and technological feasibility into the equation. For the concept video, the design team’s contributions started as early as the storyboard stage—they even designed the devices that the video’s protagonists would use—and they continued to work with Sony Group companies in the entertainment segments to see the content to polished completion. In the end, the project formed a vibrant creative hub that pooled elements from across the Sony business landscape to craft a compelling vision for the future.

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