Creating music experiences
that defy expectations
Sony home audio systems for the Latin American market and elsewhere are
tailored to local lifestyles and listening habits.
Sony is always exploring new territory in design,
and considering how to meet—and exceed—people’s expectations.
Design Concept〈SHAKE-7 / MHC-GPX88〉
Life of the party
In Latin America and other areas, people tend to expect more from a home audio system than playing music. Here, friends and family often gather around the stereo, which is an essential part of the party. That’s why audio quality has been only the starting point in home audio product development. Above all, these systems must take the party higher.
Calls for bolder design
As this project began, we gained a clearer picture of Latin American trends and values through extensive local design research. We learned that people were looking for systems with a more aggressive edge. They craved bolder, more assertive stereos that would bring parties to life.
While exploring how to style a new music experience to satisfy and exceed local needs, we found inspiration in our new home audio design concept this year—Sense of Quartz. Our task in design would be akin to chiseling bold, quartz-like shapes and glinting facets in systems that are the heart of the party.
that epitomize what products are all about
How could we translate the Sense of Quartz design concept into compelling stereos, and then show people why they’re special? Our key visuals pointed us in the right direction. To create the images, we found parts of stereos or viewing angles that captured the Quartz concept well. We made sure that the world they evoke and the image they present is what Sony stands for.
The images would also serve another purpose. In markets where systems can’t always be displayed at local stores, consumers sometimes make purchases based on product depictions on the packaging. The product values in key visuals form the basis for this packaging, which should accurately convey what sets these products apart.
Note: SHAKE-7 and MHC-GPX88 are available exclusively in markets outside Japan. As of June 2013, no domestic release is planned.