Sony Home cinema in retail Brief Home cinema in the middle of a shop – this is how the Sony 4D TV concept was to be marketed in all major European electronic retailers over a 2 to 3 year period. The target of the shop in shop system was to increase sales via best in shop positioning in all major European electronics retailers. The system should be assembled in retail within a 2 hours time span and implemented in 25 countries. The graphic areas exchangeable for dating purposes and the total system cost including assembly no more than EUR 1.000,00. Solution A round format similar to the Sony "go create". 10 materials were used in the three metre diameter shop in shop system. Another special feature: The round format does not allow corner positioning and therefore guaranties a central in store location. A specially developed "start" button leads the customer easily into the Sony 4D TV technology. All graphics were printed in 28 languages. The production was carried out in 5 countries. A specially developed packing technique allowed the use of cost effective standard Euro pallets. Results 20 weeks after receiving the brief 3.030 systems were delivered. 100% retail acceptance. Positive feedback reported an increase in 4D TV sales.