In February 2014 Sony UK asked Tomorrow to devise a strategy to showcase their new 4K Ultra High Definition television to the design community. Tomorrow partnered Sony with Wallpaper* Magazine during Salone del Mobile, the world’s leading design fair. Each year during Salone Wallpaper* commissions designers, makers and manufacturers to create one-of-a-kind objects for Handmade, an exhibition dedicated to the marriage of craftsmanship and design. Sony created three short films art directed by Wallpaper* capturing Handmade designers in their studios and bringing to life the power of bespoke craft through their revolutionary new 4K technology. The films were screened on Sony 4K televisions at the Wallpaper* exhibition and seen by over 10,000 people from the design community who visited the exhibition.
Photo: 4K TV by Sony, credit Tommaso Sartori, Wallpaper*