Feature Design BRAVIA KDL-40ZX1

Feature Design BRAVIA KDL-40ZX1

Completing your living room

Kubota: To me, televisions are a means to the end of viewing images. We give consumers what they need to do this. Again, they are a means to an end, not something to be desired for their own sake. That's why I strove for a buoyant appearance that blends into your living room.

Indicator illumination in the KDL-40ZX1 required a special touch, for this reason. Although blue LEDs below the screen glow for a moment after operations, they go off automatically and stay off at other times, so that you can focus on viewing. No light passes through the indicators when they're off, which makes it easy to forget about them then.

Feature Design BRAVIA KDL-40ZX1

This time, we also wanted to offer unique body color options. These have a special lacquer coating developed by our engineering group. Lacquer colors are not something you can just order from a set of standard color chips. The sophisticated patterns are handcrafted by experts, and each is one-of-a-kind. I saw great potential in combining highly advanced electronics and traditional artisan craftsmanship. Ultimately, it was a better fit than I had ever imagined. I think the set goes well in Japanese homes and looks great on traditional furniture or next to lacquerware.

It's available in black or silver (fitting Sony colors), or blue or red with the lacquer finish. Choose the best color for your viewing environment, and the set will look right at home.

Reflecting values that make mere specs seem flat

Yuki Kubota Fumiya Matsuoka

Matsuoka: In LCD TVs today, thin is certainly in. Manufacturers are racing to introduce slimmer models, but I think KDL-40ZX1 owners will be satisfied with the appearance of this set even if next year's models are a few millimeters thinner.

There's something that embodies Sony ideals here. If the set weren't a Sony, you'd see the thinness of the panel expressed differently. Other manufacturers would probably show off the svelte profile in a direct way, in the thickness of the frame. Or because it's such a thin television, they would trim the bezel to make it seem less substantial. If we hadn't created the edges on the frame of the KDL-40ZX1, that's how it would look. But because Yuki acted on his vision of a screen that looks as thin as a sheet of paper when viewed indirectly, we avoided this. We were willing to accept a slightly larger set overall, and this helped us convey what we wanted to convey in design. That's why the appearance will remain fresh, and the set will stand up well to any thinner products that are eventually released. The KDL-40ZX1 isn't about being the thinnest; it embodies values and style that are permanent and somehow universal.

Bring home a television created under these ideals, and it may well change your lifestyle in some ways. Why not restyle your living room a little to match the set? Consider a new chair, for example. Introducing design that inspires thoughts of a better lifestyle is a goal of ours, and the KDL-40ZX1 is one of the products that brings us closest to this goal.

*Among commercial LCD TVs, at thinnest point. As of the Sony press release of August 28, 2008.

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