The exhibit is a monument in the exhibition hall. It stands in stark white contrast to the visually hyperactive booths nearby. Its sinuous planes bend gracefully, spelling out the two capital letters of the newly formed company it represents.

Internally, it provides intimate spaces, as well as meeting, press and demonstration areas. Sony Ericsson products speak to the young adult, thus the interior finishes and displays were intended to appeal to this group through style, color and overall ambience. This powerful, futuristic brand space was overwhelmingly popular. It created an energetic atmosphere and has had rippling, global benefits in Sony Ericsson’s branding and product marketing.