Vision RedefinedFrom Science Education to
Creative Entertainment Science Museum

What is the initial vision and the most challenge when decided to renew a classic venue with over 20 years of history?

AboThe decision to renew this classic venue grew from a profound evolution in Sony’s own mission. We are no longer just a hardware company; we are a creative entertainment company committed to "supporting creators." With that shift, we wanted to transform SED from a place of one way science communication into a launchpad that inspires and empowers the next generation of creators — a place where curiosity can evolve into a sustained passion for creation.

The biggest challenge was how to seamlessly blend "fun" with "meaningful creative initiation." We were no longer satisfied with simply demonstrating scientific principles; we wanted children to naturally absorb creative methods and mindsets through play. This required translating Sony’s vast resources — spanning film, music, games and animation — and its cutting edge technologies into hands on, intuitive experiences. Technology had to become the invisible hand that empowers creativity, not the object on display.

The core vision of SED is to inspire children to "become creators". How can we see if the inspiration a child gains here turns into lasting interest? Are there plans for deeper follow-up experiences, such as workshops or showcases?

Fan HongjunOur vision to inspire children to "become creators" is central to our shift from a science and technology museum to a creative entertainment museum. We operate a cycle of inspiration, track and empower. Real-time data and insights drive SED operation strategy. We track preference and feedback, measure repeat visits and My Sony sign-ups and will monitor UGC and SNS engagements to assess lasting interest and creative growth.

At its core, SED is an ever‑evolving creative ecosystem. We deepen the experience through the following design:
1. Instant Creation & Sharing: Exhibits like "Bravia VP Studio" let visitors make and share creative videos immediately for a tangible sense of achievement.
2. Deep-Dive Workshops: We are developing themed courses integrated with our exhibits, potentially led by Sony engineers or artists, to transform a fun visit into genuine skill-building and complex project creation.
3. Showcase & Connection: We plan to showcase top work, with Sony experts as judges, linking creators directly to Sony's creative ecosystem.

This reflects a fundamental shift in how we measure impact—from visitor satisfaction to sustained participation and creation. We hope children leave not only with smiles but with the drive to "create more" and the confidence that "I can do it," with SED providing a clear "next step" on their creative journey.

How did the design team understand this renewal project, and how to express the core concept through design?

Zheng QiDesign Center China was honored to be involved from the initial stages of the project. We participated in the entire process from the positioning of the new venue and site selection to spatial design, exhibition planning, contents creation, branding upgrade and finally the opening ceremony visual design.

As a science museum for Chinese youth, SED has built a strong reputation, inspiring younger generations' interest in science. However, the venue also faced issues of aging facilities and outdated content. Today, Sony is more committed to empowering creators through creativity and technology. Therefore, as Sony's iconic offline experience space for the next generation, through this comprehensive renovation, we hope the new SED not only provides edutainment experiences but also, by deeply integrating Sony's high-quality entertainment IPs and creative technologies, becomes a cross-disciplinary space merging technological exploration, artistic perception, and trendy experiences, ultimately evolving into an offline immersive creative playground that provides inspiration and ignites dreams for young dreamers and creators.

How did the team approach the unique considerations of a renovation, compared to a ground-up construction?

Zheng QiWhile our founding purpose of serving the next generation remains unchanged, the new venue now carries a brand-new vision. Its exhibition content and interactive methods are also better aligned with the needs and aesthetics of today's younger generation. We retained many of the legacy contents that were popular in the original venue. Therefore, during the planning stage, we spent considerably thinking and discussing how to integrate the old and the new, which led to the birth of the four-step experiential framework: Learning, experience, creation, and community.

Another thoughtful detail concerns the new brand image. The circular element, serving as a "touchpoint," evolved from the keyhole motif of the old logo. Its color palette continues the foundation of the "red, green, and blue" optical primary colors. This brand evolution is not about simply discarding the past, but about creating meaningful connections and carrying forward its legacy.

A Light Grey CanvasThe Content Itself is What Matters Most

What kind of experience was envisioned for this new space?

Zheng QiThe original SED primarily introduced basic principles of sound and light science, resembling a small science museum. Today, through presenting Sony's entertainment technologies and diverse IPs in the new SED, we hope visitors gain a more complete understanding of the Sony brand: Sony is an entertainment company based on technology and creativity, supporting creators across various fields.

The core value we most wish to convey is that through the experiences and creation here, children can see the wonder dream of becoming creators in the future and discover their own creative potential. The entire exhibition concept revolves around this point. We designed the "Learning, Experience, Creation, Community" experience flow: from learning basic knowledge of sound, light, and electricity, to experiencing interactive content combining Sony's latest technologies and IPs, then to trying hands-on design and creation of their own content, and finally sharing their work – throughout this process, we hope to bring KANDO to visitors.

Why was "light gray" chosen as the spatial base tone?

Zheng QiOur primary audience is children from middle elementary to junior high school age, though most content is engaging even for high school or university students. Therefore, we didn’t want to design the space like a preschool playground filled with highly saturated primary colors. Meanwhile, we believe the content displayed here is the most important, that’s why we established a light gray as the foundational spatial tone. It acts like a blank canvas where children can freely experience, create, and produce their own colorful content.

While light gray dominates, we carefully selected materials to match each zone's theme, using symbolic gray textures to reflect different experiences. For instance, gray curtain fabrics define immersive and theater areas; gray wooden panels evoke a studio in the animation zone; and gray wireframes suggest virtual environments in the digital avatar zone. We also prioritized child safety with rounded wall corners and recessed wall-mounted TVs.

Were there any trade-offs or compromises made to balance functionality and diversity in the space?

Zheng QiAs technology evolves and IP expands in the future, we hope SED will be a dynamic space that grows and updates alongside children. Therefore, maintaining flexibility and scalability is crucial. We once explored a scheme of dividing and coloring zones by content, but considering future adaptability, we ultimately decided to minimize large-scale spatial segmentation as much as possible. The flooring materials were also kept uniform and continuous, all to make it easier to modify exhibition content in this space in the future. The content is the most important part of this space.

Spectrum CircleA Consistent Visual Touchpoint

To complement the revitalized space, the branding visuals were also crafted by designers from Design Center China. From signage and typography to staff uniforms and UXUI design, a unified design language has been applied to deliver a seamless and holistic experience.

What is the concept of the branding and communication design?

MiyazakiWe defined the new SED brand concept as "My first touch point of KANDO / Dream." By using a circular shape thorough graphic design to symbolize the "touch point" which is mentioned in brand concept. Furthermore, by combining this with the rainbow gradient, which is also used in the spatial design to express dreams and creativity, we defined a graphic element named the "Spectrum Circle," which we use as the visual design concept to create a sense of unity across each touch point.

How were typography and color defined to keep consistency with the spatial design?

MiyazakiThe overall spatial design had a sophisticated and mature feel, so we focused on lightweight typography to maintain this refined image. To realize the laboratory-like image that was mentioned in the space's concept, we tried to use large letters and affixed directly to the walls as signs. This was also intended to encourage children who visit to move around more dynamically.

We prepared a solid color palette based on the gradient colors and visual concept of space. Passion pink was chosen as the brand color, symbolizing the passion and creativity of future creators; ultimately, another color option was also prepared to represent positive emotions like immersion, intellectual curiosity, and joy that we aim to convey through SED.

What was the story behind creating a new logo? What message does the new logo delivery?

MiyazakiThe logo design was also updated to coincide with the facility name change. By overlapping three circles symbolizing the brand concept's "touch point" in three dimensions, I originated the symbol mark to give an image of a portal leading to visitors' futures and dreams.

The three overlapping circles retain the "three primary colors of lights" in previous logo. The color scheme is based on red, green, and blue, which are the primary colors of light. However, to express the soft atmosphere of the word "Dream," which is also the name of the facility, the overall color scheme is adjusted to a pale color with a pink base. The new logo design both retains and evolves these elements.

The Magic Tailor StudioWeaves Between Reality and Virtuality

Could you introduce this project?

Han Jia"The Magic Tailor Studio" is a ToF AR application powered by gesture and facial recognition. Users can draw beams of light, place stickers, and summon blossoming branches and lightning bolts in midair. Here's a term: ToF. What is ToF? ToF stands for Time of Flight, a technology that processes depth-sensing data to enable devices to recognize faces and hands, facilitating AR interactions. Sony provides an open-source SDK for creative developers, and this application was built upon that foundation. From concept to execution, from user experience to content, from software to hardware, every aspect revolves around the unique environment of SED.

Initially, we considered naming it "ToF OK" to emphasize the ease of "gesture-as-interaction." But as the interactive effects took shape, we realized the primary audience was curious children. Could we strike a balance between cutting-edge technology and childlike wonder, making it more approachable and exploratory? During discussions, my partner proposed this name, which shaped the subsequent content development later. We crafted the character Sophie as a young magician for our virtual guide, positioning the special effects theme around summoning magical "natural forces." Behind the name lies our intent to wrap complex ToF technology in an engaging narrative.

Why were these four effects ultimately chosen?

Han JiaSpatial AR applications based on gestures and facial recognition are rare, so we explored numerous solutions in the early stages. Selecting these four effects was driven both by technical understanding and an artistic interpretation of AR, combined with the story we wanted to convey within the Sony Dream space.

First, we needed to understand the technology. For example: which gestures are both stable and compatible with natural interactions? Second, we aimed for diversity in direction. Each effect features unique technical challenges: the first brush employs classic line drawing for smooth, natural strokes; the second collage makes stickers "pop" off the plane, dynamically aligning with facial features in space; the third cherry blossom uses a complex particle system where each petal has an independent falling trail and rotation animation; the fourth lightning ball utilizes shader materials to evoke a sci-fi aesthetic.

Beyond technology is the soul of AR—like a tailor wielding an invisible, magical needle that weaves between reality and virtuality to create effects. All four effects stem from the imagination of a charming little magician, who possesses threads of light, mystical fragments, spells to command flowers, and the divine power to summon nature. We wish for visitors at SED, you are that magician.

The device looks simple and restrained, yet the colorful buttons are playful and eye-catching. What were the unique design considerations behind it?

Han JiaThe design of interactive installations is determined by both technological and experiencing considerations.

Tablet devices require precise lighting and distance when recognizing faces, gestures, and spatial depth. Although the display kiosk appears simple, the angle of its front panel was calculated through repeated testing—ensuring both adults and children can sit comfortably while their faces remain fully captured by the camera. LED light on both sides provide supplementary lighting for faces, improving stability in recognition and tracking. Switching effects on the tablet might be easy to implement, however, signal disruptions and greasy fingerprints could impact recognition accuracy. Therefore, four color buttons are designed to control the entire user experience—including effect switching, video recording, and uploading to social media.

What excites me most is the control system behind it all: the development board hidden inside the kiosk. No one will ever see it, but it was my first hands-on build from scratch—writing ESP32 code, wiring circuits, flashing chips, bridging the hardware with the Unity, and iterating through multiple prototypes to ensure reliable signal communication in the chaotic exhibition environment.

Legacy ContentsThe Starting Point of Creating KANDO

Why legacy content has been kept in the new venue?

TakumiThe core value of SED is to provide experiences that help children feel that they themselves could become creators in the future. Rather than offering only finished entertainment experiences, the space emphasizes helping visitors understand how KANDO is created, and what technologies and principles lie behind it. The legacy content plays an important role in conveying the fundamental principles behind expression, such as sound, light, and electricity.

By learning these basics, visitors move beyond simply enjoying the experience to start asking, "Why is this exciting?" and "How could I create something like this myself?" This approach reframes learning as a new form of KANDO and positions it as a gateway to creativity, transforming the space into a place where experience and learning continuously reinforce each other.

How was the content designed from a child’s perspective to resonate with them? What challenges were faced during the design process?

TakumiIn designing the content, we retained the core principles of the legacy exhibits while maximizing elements children instinctively enjoy. This approach reimagined the legacy content as engaging new experiences. For example, mirror-based exhibits were enlarged for whole-body play and learning.

At the same time, the space was designed so that parents could naturally watch and take photos, creating experiences that children and parents can enjoy and learn from together. Instead of standalone exhibits, we connected interaction, observation, and communication to enhance overall fun.

A key challenge was unifying legacy exhibits that were based on different scientific principles, while also sparking natural curiosity. We addressed this by using bent-pipe forms inspired by playground equipment. This creates visual unity and turns the exhibition into a playground-like environment where learning and play merge.

Hi SophieExplore with Me!

We heard that SED has a lovely guide named Sophie. Can you introduce her to us?

TakumiSED has been renewed and reborn. As a symbol of this renewal, Sophie was created with the image of the phoenix, a figure in Chinese culture representing rebirth, challenge, and innovation.

The design concept of Sophie is "Creator's Wing." She is not only a guide who helps children navigate the venue, but also a companion who encourages them to discover their dreams and move forward together toward the future. Sophie introduces the world of SED and helps explain some of the experiences inside the venue in a friendly and easy-to-understand way. More than just a guide, Sophie represents the spirit of SED—supporting children as they take their first steps toward creativity and new challenges.

Among countless possibilities, why was Sophie ultimately designed as a 14-year-old girl?

TakumiSophie is designed as a 14-year-old girl to feel relatable to visiting children. Rather than being an adult teacher, she is meant to be an older sister–like figure who enjoys discovering and creating things together with them.

By setting her age at 14, Sophie can share the same perspective as children and teenagers, supporting them as a friendly, trustworthy presence while they take their first steps toward creativity.

We noticed that the neon gradient on Sophie's uniform seems to echo the brand visual identity of SED. Could you elaborate on them?

TakumiThe gradient brand colors used throughout the venue—such as in signage and visual communication—are incorporated into the lining of Sophie's skirt. This helps create a consistent brand image and communication, reinforcing her role as the navigation character of SED.

By placing the colors on the inside, they dynamically reveal as Sophie moves, adding a sense of playfulness and motion to her character. This also references the phoenix's colorful feathers. In addition, the seam line running from the neckline down to the hem of the skirt subtly forms the letter "S", representing both Sony and Sophie.

Through these simple yet distinctive details, the uniform expresses Sophie's character concept as a whole.

What's the favorite detail that you personally love the most?

TakumiWhile Sophie's outfit is very distinctive, my favorite details are her face and hairstyle.
Her facial features are designed to feel cute and approachable, while her eyes express a sense of curiosity and inner strength for creation. Her hairstyle is inspired by the fine details of phoenix feathers, reflected in the bangs and strands.

The combination of her lively hair movement when she moves and her expressive, charming facial expressions is Sophie's greatest strength, and it is the part I personally love the most.

To Future Creators

If you could say something to the children who will visit SED, what would you most like to tell them?

AboEverything begins with curiosity. We hope children will stay curious forever—learn about the world, finding their own paths, and create who they will become.

Fan HongjunSED aspires to be a wonderful dreamland that inspires your limitless imagination and rich creativity!

Zheng QiInspiration often comes from observation and experience. Come by SED anytime—we hope you’ll discover something new each time!

Han JiaGo chase what you love. Leap for it, weep for it, laugh for it, chant for it. All these moments will become seeds of curiosity, blossoming into the strength and light that leads you to explore the world.

MiyazakiLet's try anything first, and keep what you moved the most in your heart even in the future.

TakumiPeople have always shaped new cultures by imagining a brighter future. May the wonders you discover at SED inspire you to create what comes next.