Sony launches its 4K Ultra Short Throw Projector in New York
Interior designer and architect Campion Platt, Domus Design Collection created model rooms to show of Sony's new discreet yet powerful projector, yours for just £30,000 (as long as you live in New York)
Having a huge television set may once have been something of a status symbol; but not everyone wants a large and intrusive piece of technology spoiling the elegant lines of their living room.
Interior designers often tackle this problem by hiding the TV in a cabinet or even making it sink down into a recess in the floor when not in use; increasingly, though, designers and style-conscious home-owners are doing away with TV sets altogether, opting instead for discreet yet powerful projectors that can turn a blank wall into TV at the touch of a button.
Today, Sony launched its latest offering, the 4K Ultra Short Throw Projector, which at the moment is only available to New Yorkers.
Placed inches from an open wall, the projector's laser light source has the ability to cast a 4K Ultra High-Definition image up to 147-inches, creating a wall-sized canvas and transforming living spaces into home cinemas.
And it's more than just a TV: According to Sony, 'Blank walls become high-definition "entertainment windows" -- cinema-like movie screens, gallery walls to display favourite art, or even virtual windows into far-away places -- offering uniquely immersive entertainment experiences.'
For the launch event, Sony collaborated with interior designer and architect Campion Platt, Domus Design Collection partner and creative director Babak Hakakian and Art Director Jens Ahlemeyer to create model rooms in Manhattan's Waterfall mansion.
Sony has also collaborated with ddc to showcase the 4K Ultra Short Throw Projector in the retailer's flagship showroom at 136 Madison Avenue, amid its offerings of fine furnishings.
Unsurprisingly, it's not cheap: the 4K Ultra Short Throw Projector costs $50,000 (£31,000) and can be ordered online.
Coverage is initially available throughout most of the New York metropolitan area and will be gradually expanded to other areas, beginning with the Los Angeles area in the coming weeks.
