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iF product design awards are prestigious, internationally recognized commendations of outstanding design. This year, 20 Sony products were distinguished with an iF Product Design Award. Of these, four Sony products received the highest honor-a Gold Award, crowning 50 of the best-designed products among thousands of entries. This many iF Gold Awards is unprecedented for Sony, and moreover, it is the second year in a row that the top award has been given to BRAVIA televisions.

Here, we introduce Gold Award-winning Sony designers who share a few thoughts on these remarkable products.

iF Jury Motivation: "This product is really consistently designed. With this type of television set, the legs are often the problem: they're just ugly. Here a convincing and consistent solution has been found."

Yuki Kubota

Yuki Kubota: Initial design work included personal video products and devices in the home products category. Currently involved in VAIO design. Member at Sony Design Center in US, 2004-2007. BRAVIA projects have earned critical acclaim at Japanese and international design competitions, receiving an iF Gold Award in two consecutive years.

This award, preceded by a Good Design Award for the same product, attests to the value of two achievements: our recent attempts to recast the relationship between televisions and interior environments and design the very sense of presence televisions project (embodying Monolithic Design), and the underlying stance we take in product development, focused on enduring, essential qualities. Thank you very much.

Representative Recent Projects

2009 BRAVIA ZX Series
·Good Design Gold Award
·iF Product Design Gold Award

"Feature Design" : The designer talks about KDL-40ZX1

2010 BRAVIA NX800
·Good Design Gold Award
·iF Product Design Gold Award

"Feature Design" : The designer talks about Monolithic Design

Interchangeable lens digital camera α NEX-5

iF Jury Motivation: "This extremely compact digital camera simply oozes quality. Its body shows many innovations in comparison with others on the market, with many interesting new features. The fluted-plastic handgrip, for example, and the slip-resistant rubber pad for your thumb on the back."

Noriaki Takagi

Noriaki Takagi: Has contributed design for a broad range of products including televisions, Walkman audio devices, Cyber-shot cameras, and Handycam camcorders, with KV-21SF1, MZ-E10, NW-MS70D, and DSC-T3 as noteworthy examples. Regular recipient of Japanese and international design awards.

The NEX-5 was our attempt to redefine the iconic image of cameras. After the camera was recognized with a Good Design Gold Award, it is another distinct honor to receive this prestigious commendation.

Representative Recent Projects

2008 “Handycam” HDR-TG1
·Good Design Gold Award
·Red Dot Design Award

"Feature Design" : The designer talks about HDR-TG1

2008 “Cyber-shot” DSC-W300
·Good Design Award
·Red Dot Design Award

"Feature Design" : The designer talks about DSC-W300

2009 “Cyber-shot” DSC-G3
·Good Design Award
·JIDA Design Museum Selection Vol.11

"Feature Design" : The designer talks about DSC-G3

Interchangeable lens digital HD video camera recorder Handycam NEX-VG10

iF Jury Motivation: "This camcorder perfectly answers the demands of both professionals andamateurs alike. The design is seamlessly executed, and even though it's a product with a complex control interface, the details have been thoughtfully mplemented. A coherent, highly functional design with the highest esthetic standards - the perfect combination to win an iF gold award."

Shin Miyashita

Shin Miyashita: Also contributed to projects for a broad range of product categories. Excels at design that stands the test of time. Previous projects include the BVW-200 camcorder, HB-101 Hit Bit computer, SL-F1 Betamax portable videotape recorder, and other celebrated products.

I feel quite privileged to have contributed in design for a product recognized with this preeminent award. This product was only possible because of persistent dedication to developing an original camera true to Sony ideals and steady, hard work on the part of everyone involved.

Representative Recent Projects

2004 Handycam HDR-FX1
·iF Product Design Gold Award
·Red Dot Product Design "Best of the Best" Award

2005 Cyber-shot DSC-T7
·iF Product Design Gold Award

iF Jury Motivation: "This data projector discreetly fits in to any surrounding, blending in with the space: a brilliant triumph of high-end technology. The product is immediately recognizable as an independent Sony product, underlining the company's design language. With its smooth, connection-free back it does away with the unsightly muddle of rows of connectors. All technical design should be this restrained!"

Shigenori Yoshida

Shigenori Yoshida: Experienced in designing home products, professional devices, and factory automation equipment. Currently involved in personal audio design.

Having the projector "blend in" was central in design-harmonizing with interiors, suiting the general mood where the projector is used, and offering a fitting level of performance. I think the award recognizes not only the merits of this particular product but also the fact that this design concept resonates with and is appreciated by many people. Thank you very much.

Representative Recent Projects

2006 MRW-62E-S1
2008 FWD-S47H1
2011 BWM-E250

Arinobu Ueda

Arinobu Ueda: Diverse design experience spans mobile phones, personal and home audio products, and devices in many other categories. Recent work has also included energy-related projects. Member at a Sony Design Center in Asia since 2010.

Introducing new values in ways that blend seamlessly into people's lives, and having people recognize that this sets Sony apart-this is our greatest pleasure. Thank you very much.

Representative Recent Projects

2005 premini-IIS
·Good Design Award

2006 Walkman Mobile Phone W42S
·Good Design Award

2010 Cycle Energy CP-AL
·Good Design Award

"Feature Design" : The designer talks about Cycle Energy CP-AL/CP-AH