Press release -

Sony envisions a futuristic installation of AI and robotic design at the V&A during London Design Festival

Sony demonstrates its vision at the Victoria & Albert Museum;

Presenting an exploration into how technology can enrich our lives and society

  • ‘Affinity in Autonomy’ envisions a world in which intelligence, technology and creative design is integrated more into our day to day lives; it looks further at the relationship between humans and robots
  • The V&A exhibition explores the emotion, companionship and behaviour of robotics; how humans interact, co-exist both now and in the future, and looks at the impact on our emotions and senses through technology
  • Since the creation of the world first Entertainment Robot, ‘AIBO’ in 1999, Sony has continued to grow its knowledge and understanding of AI and Robotics

The exhibition will run from 14th – 22nd September and explores Sony’s vision for life-enriching robotics.

It looks at the future relationship humans can develop with robots capable of emotion; setting out to show that when humans feel that our robotic friends are alive, we will begin to feel an affinity toward them.

Affinity in Autonomy features an installation named ‘pendulus’ – an interactive robotic pendulum that portrays the independence and free will of robotics using random movements. The pendulum detects human presence and this recognition is then reflected in the kinetic motion.

Exhibiting a rich, dynamic and autonomous behaviour, this conceptual piece engages visitors who are seeking an emotional and physical response. The work endeavors to portray emotion and sensitivity, illustrating the enriched relationship possibilities for a new tomorrow.

Phillip Rose, Director of Sony Design Centre Europe comments, “Sony Design is entering a new realm with ‘Affinity in Autonomy’, making unfamiliar concepts familiar. Exploring the correlation between the human condition and the onset of forward-thinking technology. In an increasing sensor-filled world the installation places focus on the emergence of artificial intelligence and allows visitors to explore its behaviour and own personality.”

“It’s a glimpse into a future where intelligent technologies and creative design merge into our lives on an emotional level. Since the company’s inception nearly seven decades ago, Sony’s design and innovation has been led by the doctrine ‘do what has never been done before’.”

“The world’s first Entertainment Robot, Sony’s ‘AIBO’, walked into our lives in 1999. In the 20 years since then, it’s become clear that sensing technology and artificial intelligence will have a firm place in our lives, and our homes. It's more important than ever to acclimatize to how it will shape our futures, and that’s what this exhibition aims to encourage.”

– Ends –

Notes to Editors

For more information or images, please contact Sony PR team:

Event Information:

Title: 'Affinity in Autonomy'

Venue: Victoria and Albert Museum, The Prince Consort Gallery, Cromwell Road, Knightsbridge, SW7 2RL

Dates: Saturday 14th to Sunday 22nd September

Details: Website:

Instagram: @sonydesign_official/


  • Art, Culture, Entertainment


  • about sony
  • london design festival

About the Sony Creative Center

Sony has always been at the forefront of design and became one of the first companies to create an in-house creative studio. Since its inception in 1961, Sony Design has forged its reputation as a leading and award-winning global design team. Today the value and contribution has expanded beyond purely product design, with a growing business portfolio in new domains such as medical, financial, education and entertainment. Designers strive to transform functional value and innovation into emotional experience, this encompasses what we refer to as the ‘Perceptual Experience Project’.

For more information Sony Design, visit:

About Sony Corporation

Sony Corporation is a creative entertainment company with a solid foundation of technology. From game and network services to music, pictures, electronics, semiconductors and financial services - Sony's purpose is to fill the world with emotion through the power of creativity and technology. For more information, visit:

About London Design Festival

Established in 2003 by Sir John Sorrell CBE and Ben Evans, London Design Festival celebrates and promotes London as the design capital of the world. London Design Festival has since earned the reputation as a key calendar moment of London’s autumn creative season, alongside London Fashion Week, Frieze Art Fair and the London Film Festival, attracting the greatest thinkers, practitioners, retailers and educators to the capital, in a citywide celebration.


Instagram: L_D_F_official

Twitter: L_D_F

Facebook: LondonDesignFestival


“AI” means any functionality or its enabling technology that performs information processing for various purposes that people perceive as intelligent, and that is embodied by machine learning based on data, or byrules or knowledge extracted in some methods.

The Sony Group AI Ethics Guidelines

In September 2018, Sony formulated the Sony Group AI Ethics Guidelines which aims to empower lives and ensure safety and privacy when using with AI products.


Sony UK & Ireland PR Team

Press contact

Xperia UK & Ireland PR Team

Press contact

PlayStation UK Press Office

Press contact 02070256651