Weybridge / Kiel (Germany) – July 29th 2025: Sony and digital signage provider xplace are supporting the ‘Zukunftsraum’ concept shop ​ in the Schleswig-Holstein state capital of Kiel with their display and retail signage expertise. The Zukunftsraum is a pilot project by Kiel-Marketing that is subsidised by federal funds. It is intended to offer traditional, bricks-and-mortar retailers a practice-oriented platform for digitalisation. Sony is equipping the 220 square meter pop-up store in the center of Kiel with eleven Sony BRAVIA Professional Displays, including the 98-inch flagship model FW-98BZ53L.

Sony partner xplace installed the BRAVIA Professional Displays in the concept shop ​ and used BEECEEN, its own content management system (CMS) for digital signage, on the displays in the sales area. Sensor-based solutions such as Lift & Learn or Place & Learn technologies are also used. The displays build a visual and interactive bridge between analogue and digital retail worlds, convey brand messages and offer customers real support in the shop when making a purchase decision. Helly Hansen is using the concept and the digital infrastructure for a pop-up store - the international outdoor and sailing brand's first own store in Germany.

Customised 43- to 98-inch displays

The Sony displays are: five FW-43BZ30L (43 inch), four FW-50BZ30L (50 inch), one FE-55BZ40L (55 inch) and one FW-98BZ53L (98 inch). While the 43-, 50- and 98-inch displays are controlled and played via the xplace CMS BEECEEN, the four 50-inch displays are connected to sensor- and RFID-supported information systems. Two displays are positioned back to back and offer two Lift & Learn and two Place & Learn areas, providing space for interactive customer information. In Lift & Learn, RFID antennas are mounted under the product table and their positions are marked on the table surface. If a product equipped with an RFID label is lifted, the antenna recognises it immediately and triggers a targeted content change on the display. Place & Learn works in a similar way, except that the product does not have to be lifted but placed on a marked surface to trigger a content change on the display.

Deep black and glare-free

Sony uses it‘s Deep Black Non-Glare coating technology in its BRAVIA BZ53L and BZ40L series. Deep Black Non-Glare works by using two technologies: an anti-glare coating (AG) and a low reflection surface (LR). This allows the BRAVIA FW-55BZ40L Professional Display, for example, to achieve an extremely high haze value of 47 per cent. The result: greatly reduced reflections with enormously improved image contrast. The picture appears clear and glare-free from any viewing angle, even in brightly lit rooms or in bright sunlight.

Focus on sustainability

The flagship models in the BZ-L series have been developed with a strong focus on sustainability and efficiency. Some of these displays are made containing recycled materials, including SORPLAS™, and feature advanced components such as a powerful system-on-chip (SoC) architecture. An intuitive eco dashboard can be used to control both energy efficiency and functions for greater user-friendliness. In addition, an ambient light sensor optimises power consumption and thus contributes to the impressively low energy values of the entire product range.

In early December 2024, Sony Europe was awarded the Gold Medal by EcoVadis - a well-known global platform that provides sustainability ratings and assessments for companies. This puts Sony in the top five per cent of the world's most sustainable companies.

Window into the future of shopping

„Our solutions digitalise the customer approach at the point of sale and are designed to accompany bricks-and-mortar retail into a secure and unique future,“ says Christian Flohr, brand ambassador for xplace GmbH and responsible for partner management. „At Zukunftsraum Kiel, we have Sony on board as a partner whose technological expertise is demonstrated by its outstanding signage displays.“

„With the Future Space, we are offering a window into the future of shopping that invites people to take a constructive and critical look at the possibilities of using technology in retail,“ says Ina Runge, Head of Digitalisation Local Economy at Kiel-Marketing e.V. „As an innovative retail test space, the Future Space creates room for flexible retail models, data-driven optimisation and experiential shopping. This is not possible without state-of-the-art digital signage such as that provided by xplace and Sony with its display technology.“

„We have been operating our first brand store in Germany here in Kiel since May 2025,“ says Michael Uhl, Managing Director of Helly Hansen Germany. "We have the privilege of testing a shop concept of tomorrow and utilising the full range of digital tools in stationary retail. Innovative digital signage plays a central role in this. With xplace and Sony, we can present our Helly Hansen brand world in a lively, moving and targeted way."

„The Zukunftsraum initiative in Kiel gives us the opportunity to demonstrate our technological display expertise in the use of digital signage,“ says Christian Schirduan, B2B Key Account Manager Retail at Sony Europe. „We are delighted that our partner xplace has placed its trust in us for this project.“

Download printable images of the Future Space initiative with Sony here. Please note the credit ‘Finja Thiede, Kiel-Marketing’ for the images of the salesroom.

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About Sony Corporation

Sony Corporation is a wholly owned subsidiary of Sony Group Corporation and is responsible for the Entertainment, Technology & Services (ET&S) business in the Sony Group. With the vision to "continue to deliver Kando and Anshin* to people and society across the world through the pursuit of technology and new challenges," Sony Corporation supports the Sony Group with technology to create the entertainment of the future together with creators. For more information, visit: www.sony.net

* Both Japanese words, Kando means emotion and Anshin has various meanings such as peace of mind, reassurance, reliability and trust. 

About Sony Europe B.V.

Sony Europe B.V. is a subsidiary of Sony Corporation and is headquartered in UK. We drive Sony’s leading Entertainment, Technology & Services business for consumer and professional markets, as well as Imaging & Sensing Solutions business across Europe. From R&D and engineering, design, to sales, marketing, distribution and customer service, we work to deliver Sony's purpose to fill the world with emotion through the power of creativity and technology. For more information, visit: www.sony.eu/presscentre

About xplace

xplace is a one-stop shop for digital customer communication at the point of sale. The service portfolio includes strategy, hardware, software, content creation and system operation - all from a single source. An in-house content team develops customised content for targeted playout on the installed screens. The offering is complemented by in-store analytics, which provide insights into visitor behaviour and support the data-based optimisation of digital signage solutions. With a professional rollout and service concept, xplace ensures the long-term, smooth operation of digital solutions.

You can find further information at: www.xplace-group.com