Sony Vaio Designer Collaboration


When Sony wanted to reach the fashion community and media to launch their new clutch-portable laptop Vaio computer, they contracted the help of ExtraExtra.  For the debut, we created a 360 degree plan touching upon all media outlets.  ExtraExtra commissioned four designers to create custom notebook holders exclusive to the PC, then showcased them along with the computer at Sony's flagship store in NYC during Fashion Week with a turn-key, splashy, star-studded event.  Along with the exclusive pocketbook, each designer created a behind-the-scenes video short that revealed their creative process in connection with the computer.  These videos were displayed in Sony's store window during the product launch.  The windows and displays were then duplicated in 47 strategically chosen markets by Sony. Additionally, ExtraExtra assisted with a model activation that took place throughout New York City.

Sony Style Store Window custom designed by Benjamin Cho.

Sony Style Store Window custom designed by threeASFOUR

The designer trio threeASFOUR designed a custom Sony Vaio Notebook purse

Fashion Designer Elise Overland, one of the designers commissioned to design a custom Sony Vaio Notebook holder exclusive to the PC.

Sony VAIO Models