Feature Design


Photo of home audio system SHAKE-7

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

Image of the musical experience provided by 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.

Something new to
appreciate from Sony

For products tailored to local needs, local research is critical. But instead of just asking people’s opinions, we think we must assure them that Sony products will exceed their expectations. Through the Sense of Quartz home audio design concept, we succeeded in conveying what we wanted these Sony products to stand for, even though they have a strong local character.

Takuma, chief art director

Communication Design


Key visuals
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.

Maintaining a balanced perspective

Initially, the design concepts we envision may not necessarily be a perfect match for market sensibilities around the world. When deciding how to introduce products, we must take a step back. We maintain a broad perspective—not too focused on design ideals, and not too focused on market preferences—always seeking a balance between what Sony design stands for and what markets value. Finding the most fitting ways to convey product highlights from this perspective helps us develop key visuals and product packaging.

Yokoyama, producer and designer

Note: SHAKE-7 and MHC-GPX88 are available exclusively in markets outside Japan. As of June 2013, no domestic release is planned.