SONY steps back every so often and embarks on a “what if” exploration of new possibilities. What if … packaging could do more, be smarter, use less. Origami “unfolded” as an idea with potential. Paper that performs as a protective barrier, and also instructed and informed. A reflection of the traditions of SONY and its rich design origins.

Being an innovator requires more than just a new tagline.

Putting aside the limits of cost, distribution and a dozen other reasons –  and opening up an exploration of what-if’s. Sea urchins and bamboo fronds now had new potential.