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Sony presents Hidden Senses at Milan Design Week

Press release   •   Apr 16, 2018 10:00 CEST

A sensorial experience visualizing an enriched lifestyle for a new tomorrow; See, hear and feel hidden senses that inform your everyday life. Challenging the constraints and preconceptions between technology and human behaviour, whilst interacting with familiar objects in a contextual space.

The evolution of technology, and the way we interact with it, is opening up new and exciting ways to enhance our daily lives. At Sony, we believe that by aligning our strengths in design and technology, we can deliver entirely new user experiences that move people emotionally.

Design is not only a matter of lines and shapes, but a way to explore new innovative ways to introduce technology into everyday life. As such, Sony’s design team has been exploring new forms of communication that integrate into our lifestyles to develop innovative and enriching experiences transforming functional value and innovation into emotional experiences.

The exhibition is composed of five case study rooms. As you journey through each room, ‘Hidden Senses’ will be gradually revealed; from conceptual interaction into examples of contextual application. Each will showcase different ways in which design is applied to technology, to interact with people, products and spaces and create a perceptual experience; from pure sound experiences to new ways of visualizing information through everyday furniture and lighting. The final area brings all the aspects of the exhibition together, proposing a new and unique life space scenario. 

Case Study 1:ECHO

Sensing technology detects natural actions, such as movement and touch, providing minimal yet realistic feedback. Our subconscious input corresponds with subtle expressive output, making us revisit the principles of communication.


The wall light reacts to movement, detects distance and responds with simple light and shadow, colours and shapes. In an era where we are faced with overwhelming quantities by information, we propose a smarter, more minimal way of communicating.


Objects placed on a table are used as an intuitive yet physical interface. Everyday information can be received without the use of a smartphone or tablet. The manipulation of everyday objects has the potential to realize new interfaces for new lifestyles.


The potential for furniture to become an everyday interface presents opportunities for new experiences and surprises to enrich your lifestyle.


Just by turning the disc, this partition allows you to mute the scene and music. You can change the mood and ambience depending on the situation.


This floor light moves in response to your movements. Lighting becomes more than just a part of the furniture, but a medium for communicating, where movement equals information.


This tray shares information through the sense of touch. Your touch determines the feel and movement of the material.


The material and function of this shelf changes as you interact with its built-in display. Placing an object on the shelf expresses the character of the material, or alternatively shows images within a transparent frame.


What if lighting could enhance expression? Shake the lamp to trigger interaction, change the colour, pattern and even mood.


An interactive bench that behaves like a see-saw and creates new experiences through physical feedback. This tactile bench augments your perception and senses.

Case Study 5:DAY & NIGHT

Each experience from Case Study 1 to 4 are based on ideas that evolve existing paradigms, and presents them from new perspectives. Here, the full collective of 'Hidden Senses' are presented in ways that permeate into everyday lifestyles.

Milan Design Week 2018

Exhibition Title:Hidden Senses

Period: 17th April (Mon) - 22nd April (Sun) 2018

Venue: Spazio Zegna, Via Savona, 56/A, Milano


Sony Design

From its earliest days, Sony has placed great importance on the area of design, and established its Design Division (Currently: Creative Center) in 1961. Staying true to Sony’s DNA of “doing what others do not,” the Creative Center has steadily extended its efforts from the realm of electronics into entertainment, financial services, and beyond, engaging in an ongoing quest for innovation and outstanding creativity, to provide enduring value through design.

‘Perceptual Experience Project’ - is a challenge that Sony Design has set itself to stimulate shifts in perception through design and technology. Hidden Senses is a part of this project. Sony Design will continue to further develop design-driven concepts through research and open innovation, that visualize and deliver new experiences.

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Sony Corporation is a leading manufacturer of audio, video, imaging, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and online businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $76 billion for the fiscal year ended March 31, 2017. Sony Global Web Site: