Sony unveiled at InfoComm China 2025 in Beijing

Recently, the Beijing InfoComm China 2025, a professional audio-visual event, was held as scheduled at the Beijing National Convention Center. Sony has carefully designed and launched the "Multi Scene Sony Commercial Display System", including enterprise exhibition hall/front desk solutions, new conference/lecture hall overall solutions, commercial display retail digital signage solutions, movie like live streaming solutions, and other exhibition areas, showcasing a series of high-quality, intelligent full scene professional display products, technologies, and solutions, reshaping new standards in the professional display field.
Anti glare display and intelligent navigation for enterprise exhibition halls/front desk solutions, creating a high-end corporate image
Three 98 inch anti glare master series commercial display flagship models FW-98BZ53L are spliced together to form a super wide and huge screen, which better showcases and enhances the corporate image in a bright exhibition hall environment. A comparative display of the anti glare effect of a 98 inch commercial display was also set up on site, allowing the audience to intuitively experience the significant differences between the anti glare master series commercial display and the non anti glare function commercial display.
The Sony anti glare master series commercial display includes two series, BZ40L and BZ53L, with sizes covering 55-98 inches. It adopts anti glare&low reflection technology, with haze haze of 47% or above and brightness of up to 700cd/m ² or above. The XR/X1 chip brings excellent clarity, color, contrast, and dynamic smoothness, meeting the combination of high image quality and anti glare requirements in commercial scenarios, and achieving first level energy efficiency, making it more energy-efficient and environmentally friendly.
In the front-end solution exhibition area, the naked eye 3D digital human navigation system created by the spatial reality display screen ELF-SR2 does not require wearing special glasses, allowing viewers to directly interact with the digital human through touch control and gain detailed understanding of brand information, helping to digitize the entire process from appointment to check-in. This system is suitable for enterprise front desk, science popularization exhibition halls and other scenarios. Customers can customize digital character images and replace the content with exclusive promotional resources. By showcasing the 3D digital assets of the enterprise, showcasing the cutting-edge technology image, and creating a surprising immersive experience.
The Sony Space Reality Display adopts advanced naked eye 3D display technology in the industry, which utilizes eye sensing light field display technology, combined with high-speed visual sensors, miniature optical lenses, and real-time rendering algorithms to achieve exquisite naked eye 3D effects at 4K resolution from multiple angles without the need for special glasses or VR devices.
New conference/lecture hall overall solution
Quality meetings, easy and efficient, new experiences of communication and collaboration
Sony and Logitech, along with other conference ecosystem partners, are jointly creating a small and medium-sized conference room system, showcasing both dual screen and single screen solutions on site. Both can be easily and quickly held through the built-in Tencent Meeting Rooms application or partner's conference peripherals. In recent years, the company has been working closely with conference ecosystem partners to continuously improve products and solutions, providing customers with more complete, convenient, and easy to maintain overall solutions. In bright environments or meetings where lights need to be turned on, the anti glare master series can present clear and glare free content, achieving ideal results from different angles.
For large conference rooms or lecture halls that require a screen size of over 100 inches, the Sony 3LCD laser projector VPL-F750HZ provides a large conference solution that can achieve a brightness of up to 8000 lumens. It also has multiple intelligent scene modes built-in, allowing for automatic adjustment of settings with just one click of the corresponding scene, making it more suitable for the usage needs of that scene. The conference room/classroom scenes will be optimized for text and image quality to make the display clearer, and laser output can be controlled according to usage frequency to enjoy longer periods of brightness during actual use.
For large conferences, such as lecture halls, another highlight of this solution is the introduction of Sony AI intelligent composition PTZ cameras. Through simple operation, even without the need for specialized operators, they automatically track conference speakers, improve conference efficiency, reduce labor costs, and provide users with a more worry free, intelligent, and efficient solution. Among them, the new firmware features expected to be launched in July were also demonstrated at the exhibition site, including multi person tracking and other functions, further improving the performance of AI intelligent composition and expanding more application scenarios.
Sony PTZ cameras have a rich product line, among which the flagship BRC-AM7 adopts a 1.0 type 4K stacked Exmor RS CMOS image sensor, with 5K oversampling 4K/60P output, 75 ° wide-angle 20x optical zoom, and professional configurations such as new generation AI intelligent composition function, which can achieve wide range image quality and is compatible with virtual production and other scenes.
There is also a mid-range SRG-A40/A12, equipped with 4K Exmor R CMOS sensors and AI intelligent composition function, which can meet more diverse application needs, such as enterprise meetings, education and other scenarios. The entry-level SRG-X40UH also provides an ideal choice for lightweight recording solutions with excellent image quality.
Commercial Display Retail Digital Signage Solution
Realistic colors and delicate texture help retail stores attract more customers
In order to better display products, retail stores will design relatively complex lighting, including lighting fixtures, spotlights, and decorative light strips. Sony simulates real customer jewelry store scenes in the exhibition area near the aisle, showcasing the luster and texture of jewelry through a 75 inch anti glare master series commercial display FW-75BZ40L, highlighting the high-quality and user-friendly characteristics of Sony's retail digital signage solution. The exhibition booth also showcased airport flight information display solutions, as well as studio and broadcast station solutions, presenting excellent and replicable high-quality effects through customers' real-life scenarios.
The headphone digital display system created by the spatial reality display screen ELF-SR2 is a realistic reproduction of real cases. Through the precise display of 3D digital content and the organic combination of digital promotion content, it achieves applications that are difficult to achieve through traditional display methods such as early sample production, product preheating, and main product promotion, creating a brand image with a strong sense of technology. At the same time, Gusto Collective, a partner of Sony Space Reality Display, also introduced the application value and customer benefits of this screen in luxury brands, high-end retail, cultural and exhibition halls and other fields from the perspective of creativity and advertising, such as precise reproduction of creativity and rich application scenarios. In the future, they will work together with the Sony team to provide customers with more WoW experiences.
Movie inspired live streaming solution
Lower investment, higher quality, new commercial display background to assist
In response to the popular live streaming industry, Sony showcased a movie like live streaming solution using the 98 inch anti glare master series commercial display FW-98BZ53L as the background image and the electric camera FX3 and mirrorless A7M4 as the shooting equipment. It can cope with the bright studio lights in the live streaming room, and the screen will not have glare or moir é patterns during camera shooting, ensuring the live streaming effect. This solution is simple to build, economical and easy to maintain, with strong quality, making it an ideal choice for building e-commerce live streaming rooms. Sony can provide a comprehensive and one-stop solution for live streaming rooms of different sizes and styles, meeting the live streaming needs of various industries such as beauty and jewelry.
Excellent case presentation at the same time
Based on practical applications, create a better future together
In the past year, Sony has customized and delivered exclusive solutions for users in different industries, and has also received positive feedback from customers.
Sony commercial displays are widely used, especially in the anti glare master series commercial displays. As an emerging field, Sony has achieved breakthrough results in live streaming and has delivered live streaming rooms for dozens of brands, including daily necessities, jewelry, clothing, early education, and live streaming rooms for several top MCN anchors. We have provided services to nearly 100 Fortune 500 companies in the corporate sector, as well as accumulated numerous practical user cases in the retail and airport sectors.
Sony commercial projectors also perform well, covering the fields of education, enterprise, and exhibition display. In 2024, Sony completed several heavyweight projects, such as the Beijing Aosen Park Fantasy Light and Shadow Forest, the Tianxiang Hall Dome Cinema in Yongxiu Wucheng Migratory Bird Town, and a flagship restaurant chain in Beijing.
Sony PTZ cameras, especially the flagship new BRC-AM7, have gained market favor since their launch, successfully completing TV Spring Festival Gala projects including CCTV and Ningbo TV, as well as OTT and Live House projects such as Youku, achieving remarkable results.
Sony Space Reality Display helps retail stores achieve different display creativity, such as a well-known running shoe sports brand using customized 3D content to showcase the brand's sense of technology and practice sustainable concepts. At the same time, maintain close cooperation with digital content partners to create comprehensive solutions suitable for industries such as retail and exhibition display.
In order to let users know about Sony's achievements, a case display area has been specially set up while showcasing the solutions. In addition to enriching the display content, it also allows users to intuitively obtain specific project plans, serve as references, or stimulate creativity.
Sony received high attention and enthusiastic feedback at the current Beijing InfoComm China 2025 exhibition. Looking towards the future, the company is full of confidence in the Chinese market, continuously focusing on intelligence and scenarization, strengthening partner cooperation, building and enriching product lines, providing one-stop services, and accelerating the arrival of the new era of imaging with innovative and advanced technology.