- The Design Center in London oversees the entire European market. While collaborating with the Tokyo office in Sony Design promotion, this office also proposes original design concepts.
- 1980 First design center in Europe established in Stuttgart.
- 1991 Design Center established in London.
- Design Center Europe
- 11th Floor, Aviva Tower
- St. Helens, 1 Undershaft
- London EC3A 8EE
- United Kingdom
VAIO C-series
- VAIO C-series
- The VAIO C-series project was a collaboration between London and Tokyo . When creating the C-series colours, the aim was to develop a palette that would appeal to a younger demographic (college students to young professionals) for Europe. However, when the concept thinking behind the colours were presented it was found to translate across all regions, so was than adopted for the global market .
- Identifying key social trends, lifestyles and user behaviour was the first step to understanding how we relate to colour . We then made 4 mindsets that reflected our user segmentations and used this as a template on which to map our colour palettes. From here we were able to extract and implement the colours that we felt would best translate on the actual product.
- The outcome of the final colours were Free Spirit Pink, Natural Green, Nomad Grey, Karma White and Timeless Black. To build on VAIO’s brand stories, communications Europe division rolled out a campaign for C-series incorporating my involvement in a short film and interview. It was a very public platform to share the ideas and inspiration behind the colour concepts on the VAIO ‘be.like.no.other’ website.
- Using C-series as a benchmark on how to successfully communicate colour on our products, we are currently looking at a similar strategic approach to develop a Global Colour strategy for Sony in the near future.
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- Michelle Lew
- Designer
