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Sony set to take Design in Europe to the Next Level

Press release   •   Aug 13, 2009 10:59 BST

An instrumental figure in Sony Design since joining in 1991, Tak’s design excellence is displayed by the global adoption of his iconic Sony Ericsson logo. He will continue to impart his design prowess through leading DCE, based in London, into a new stage of Sony’s design story, working on exciting projects that will take Sony Design in Europe to the next level.

Speaking of his new position, Tak commented, “It is an honour to lead the European Design Centre into what is set to be a new era for Sony Design. We have a rich design heritage at Sony including strong branding and product designs. At DCE we will strive to build on this heritage and deliver strong and creative results for our customers to enjoy the beauty of both our technology and our aesthetic design.”

As well as delivering a shift in focus for the overall experience of customers, Tak will lead the creative development of Sony brand messaging to further tell the Sony story across many platforms including packaging, creating environmentally friendly designs; to the retail experience; right through to our exciting sponsorships branding.

Sony has an established network of design centres around the world, of which DCE is a key part, and so provides an impressive ability to understand local needs and tailor product design to regional markets. Today, DCE not only works specifically for the European market creating highly original products such as the ‘picture frame’ TV, but also works on global design concepts in collaboration with the Tokyo and worldwide design centres. DCE is now focused on establishing design leadership in the consumer electronics landscape through its research of European behavioural patterns and expert understanding of trends to deliver a truly unique Sony style.

Over the decades, Sony Design has collected a variety of prestigious honours and awards for its products including Red Dot, iF design, Good Design and the CES Innovations Design and Engineering Award. Tak’s appointment will position Design Centre Europe in good stead to continue this trend.