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About Us: Philosophy

Sony has always been at the forefront of design by keeping true to the founders’ doctrine of "Do what has never been done before" and "Always stay one step ahead". Since its inception, Sony Design has faithfully adhered to these wise words, forging its reputation as a leading, award-winning Design Team. Guided by five core principles, the team engages in a daily quest for perfection and outstanding creativity to provide enduring value through design.


Our curiosity stems from a context of fun and excitement. Sony thrives on a culture of freedom and open-mindedness, and it is in this spirit of adventure that we provide a sense of wonder across the globe.


For us, design is more than just superficial look and feel. It must also be in harmony with both the human intellect and instinct. Reaching beyond the realms of functionality and aesthetics, design must provide both an intuitive and enriching experience.


Through a relentless process of considered refinement, we determine the distinct essence. Expressed in its clearest and most beautiful form, this essence symbolizes what we strive to achieve in all our design.


In our quest for perfection, we strive to be outstanding with designs of unequivocal originality. A dynamic cultural mix of unique personalities and approaches sparks life into our products and best expresses Sony’s inventiveness.


We have always been on the cutting edge, never being held back by fear of failure. By taking such an approach to design we give form to innovative concepts and bring them to fruition; creating new standards, that turn ideas into global benchmarks.