Checkland Kindleysides was commissioned by Sony Computer Entertainment UK to create a brand flagship experience to coincide with European launch of the PLAYSTATION® 3.

The PlayStation® family of platforms PLAYSTATION® 3, PlayStation® 2, PlayStation® Portable are showcased together for the first time at retail with the PLAYSTATION® 3 taking centre stage as a full high definition interactive experience.

To capture the essence of the PS3™, we have created a design which creates a truly immersive experience, which will enable consumers to experience the breadth of what PS3™ has to offer, and positions it as the entertainment system at the heart of the home.

Before designing the units we spent a lot of time looking at all the benefits of PS3™ as an all-round entertainment console, with a remit that goes far beyond the realm of gaming to film, music, photography and online, but also connectivity with the PSP™. At the same time we explored how we could convey/express the brand values of PlayStation® in a way that makes you want to engage with the brand in the broadest sense of the word.

The display creates a destination point visible from across the store. We designed a curved display with the PS3™ console at its centre, this is mirrored by a curved seating area, which creates an enveloping social space, with an 'at home' feel where gamers and spectators can sit in comfort and try out the most realistic games or watch the latest film releases with amazing clarity on the Sony Bravia1080p High Definition TV.

Below the screen, we backlit the PS3™ with a gently pulsing red glow, to draw the eye to the console and confirm its iconic status. We produced the display in matt black to provide greater visibility for the PS3™, and the vibrant colours of the screen, graphics and props displayed on the unit.

We designed a low level branded table, which sits central to the area, adding to the relaxed lounge-like feel of the area and housing the new SIXAXIS™. wireless controller which is connected to the display via a flexible cord allowing optimum movement for play whilst maintaining security.

The branded overhead circular lighting takes its cue from the 'o' the iconic PlayStation® symbols used on every PlayStation® controller and reflects the shape of the area below whilst acting as a brand beacon in-store.

The retail furniture provides consumers with a complete PlayStation® experience and whilst PS3. is the focal point of the display, the PS2. and PSP. brands are also featured, further demonstrating the intrinsic link between the PlayStation® family in terms of the compatibility and interconnection of hardware and software.

Our design is made up of a series of pigeon holes which provide the retailer with opportunities to host live PSP's with the latest releases as well as promotional graphics and props.

In addition to the flagship experience, Checkland Kindleysides were also commissioned to create a fully modular showcase for PlayStation® 3 and merchandising system for the PlayStation® family.

Leading with the PlayStation® 3 we created a stylish goalpost to act as a focal point around which PS2™ and PSP™ software titles are merchandised. The freestanding display finished in powder coated black steel highlights platforms with white laser cut illuminated header panels.

Our modular design provides a scalable solution ranging from a single bay to a shop in shop environment.

Our design concept provides a scaleable solution from a single demonstration bay and multiple cross platform (PS3™, PSP™ and PS2™) bays to an interactive flagship experience.

The merchandising furniture for UK retail amplifies the PlayStation® brand and simultaneously captures the core personality of PS3™.

The design has been rolled into over 100 stores across the UK.

About Checkland Kindleysides
Founded in 1979, we are one of the largest design consultancies within the UK. Our offer spans a broad range of design disciplines including graphic communication, identity, retail, interior and interactive design. We work in partnership with both local and global brands across a diverse range of market sectors.

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