Frame 05-06

EXECUTIONAL

Best Use of Digital Technology

HIDDEN SENSES BY SONY DESIGN

MILAN – During the judging of what may
well be the most innovative category in the
entire Awards series, it was a challenge to
balance appreciation for the technological
ingenuity that is possible today with appre-
ciation for technological ingenuity that actu-
ally adds something.
Although the jury was impressed by
the technological spectacle at Sila Sveta’s
introduction of the Lamborghini Urus in
Moscow, it believed that the project would
have been even more exciting and meaning-
ful had there been more storytelling behind

the design choices. Lego House, by Kiss the

Frog and the Lego House experience-design

team, was received with applause, partly

thanks to the invisibility of the technology

used. It is the Lego brick that is in the spot-

light here, which is as it should be, agreed

Masquespacio’s Ana Milena Hernández

Palacios. But wasn’t it possible to make play-

ing with the famous blocks more interactive,

meaningful or perhaps more personal?

This was one of the reasons that Sony

Design was declared the winner. Its intuitive

exhibition Hidden Senses excels in fields in

which digital technology can add value: it is

engaging and beguiling and helps us to con-

nect to our senses. ‘I really liked how it wasn’t

about a spectacle,’ said Sabine Marcelis. – AO

sony.net

PEOPLE'S VOTE

Lego House by Kiss the Frog and the Lego

House experience-design team

Digital technology without the spectacle: that’s

what the jury found most promising about

Sony’s intuitive Hidden Senses exhibition.

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134 FRAME AWARDS 2019