make.believe at Heathrow Terminal 5



A 7m tall free standing helix took passengers in Heathrow’s Terminal 5 on a journey into the world of Sony. To showcase new products (3D TV) and to launch Sony’s new ‘make.believe’ campaign, we created this iconic and unique experience: the inner of the helix revealed an array of 22 Sony screens to house a 360-degree audio-video movie experience. The wraparound film took visitors on a journey through Terminal 5, up through the roof seeing the airspace around Heathrow, through the sky, space and into the Sony make.believe world – a hyper-real galaxy of Sony Entertainment.

The installation has been created with a hero-product area where visitors could experience Sony’s 3D TV. An integrated product shelf on the exterior of the spiral also provided Sony store staff with more opportunity to directly drive visitors into the Sony Style Store to find out more about products, content and services from Sony.



  • design & presentation assets [mock-ups, visuals, layouts]
    as and when needed
  • floor plan
  • spiral & plinth branding
  • large scale prints for hoardings [during built]
  • staff handbook



Gold in category Brand Experience / Marketing Design Award 2010


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