Sony Unveils New "Future Lab Program"

Introduces First Concept Prototype from this New Technological Research and Development Program at SXSW 2016


TOKYO, March 3, 2016 /PRNewswire/ -- Sony Corporation today announced the launch of a new research and development initiative called the "Future Lab Program." The Future Lab Program embraces an approach to technological research and development that emphasizes an open creative environment and direct lines of communication with society, through which it aims to co-create new lifestyles and user value in the future. As part of this approach, the program will share concept prototypes with users while still at the development stage, and look to them for inspiration, leveraging their feedback to refine and evolve its projects.

Future Lab Program

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The design for the Future Lab Program concept logo is based on an "F" and "L" motif that resembles a frame honing in on a target. This reflects the mindset behind the Future Lab Program of setting challenging goals that Sony will strive to achieve through technological innovation, together with input from the user community. Sony will be sharing each of these specific goals through a variety of concept prototypes developed by the Future Lab Program. Going forward, additional letters will be added inside the logo frame to coincide with the launch of each new prototype, each of which will symbolize the concept behind these initiatives.

The first project from the Future Lab Program will be showcased at the SXSW Interactive Festival, beginning Saturday, March 12th in Austin, Texas. The project, known as "N," is a concept prototype featuring a hands-free user interface that creates a new way of experiencing audio such as music and sound, allowing the user to receive audio information without having to insert any object into his or her ear. Sony will unveil a number of concept prototypes and technologies, including "N," at its booth ("Sony's Future Lab Program at SXSW") during the SXSW Interactive Festival.

"N" Concept Prototype

Future Lab Program

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Sony's Future Lab Program at SXSW
(Artist's rendering)

Future Lab Program

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Sony's Future Lab Program at SXSW
Booth and event details:

  • Saturday, March 12th - Monday, March 14th, 2016
  • 10:00 am - 6:00 pm (until 5:00 pm on the 14th)
  • 102 Trinity St. Austin, TX (corner of Trinity Street and E Cesar Chavez Street)

Through its Future Lab Program for new technological research and development, Sony will strive to co-create and bring about lifestyles of the future.


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For further information: Corporate Communications & CSR Department, Sony Corporation (Tel: +81-3-6748-2200); U.S Press [onsite at SXSW]: Andrea Holland ( / +1-925-915-3003)