Core Insights - Sony's "offline immersive entertainment" strategy has made significant progress in China with the opening of the Sony Dream Technology Museum in Beijing, integrating various business resources to enhance brand penetration in the market [1][4]. Group 1: Museum Overview - The new museum aims to provide a comprehensive understanding of Sony beyond its traditional image as a hardware company, showcasing its capabilities in film, music, animation, and gaming [3][4]. - The Sony Dream Technology Museum has been operational since 2000 and has received 3.688 million visitors across 66 cities, with a total investment of 700 million yuan in the project as of 2023 [3][4]. Group 2: Shift to Commercialization - The new museum transitions from a purely educational focus to a blend of education and entertainment, featuring over 40 experiential areas, with two-thirds of the content being new and incorporating various IP resources from Sony's entertainment sectors [4][5]. - The museum emphasizes technology-driven experiences, such as generating virtual avatars for visitors and interactive projects that highlight emotional engagement through AI [5][6]. Group 3: Strategic Integration - The project represents a complex cross-departmental collaboration within Sony, integrating resources from various divisions including design, semiconductor, software, and research centers [7]. - The museum aligns with Sony's "One Sony" strategy, aiming to create synergies across its diverse business segments in the Chinese market [5][6]. Group 4: Brand Positioning - The choice of Beijing for the new museum is strategic, as it is a cultural and educational hub with a concentration of youth, fostering innovation in cultural and technological integration [9]. - The museum's commercial aspects are designed to support its primary educational mission, with all revenues reinvested into operations rather than being driven by strict revenue KPIs [8].

记者｜董温淑 未来，馆中的"探梦商店"也将提供文创周边和IP手办、咖啡售卖等服务。范宏军称，索尼探梦馆接下来 将不断推陈出新，每隔一段时间更新展出内容。 10月13日，索尼探梦馆新馆举办媒体探馆活动。 索尼探梦馆成立于2000年，是面向青少年儿童的公益性场所，旧馆坐落于北京市朝阳区朝阳公园，本次 是其迁址东城区隆福寺文化街区后的首次媒体沟通。 索尼探梦馆馆长、索尼影像技术学院院长范宏军称，索尼经过20多年的发展之后已成为了一家创意娱乐 企业，在新馆的策划过程中，"我们也希望新馆的展示内容中除了有科普工具的内容，也让大家体会到 索尼在华创意娱乐方面的成就。这也是我在索尼这么多年的跨部门合作中，最复杂、最超越传统思想的 一个合作项目。我们内部称它为'巨石阵项目'，象征着各个部门一起支持、集大成于一体。" 具体而言，索尼探梦馆旧馆相对更加侧重科学、科普的元素，而娱乐元素较少；而新馆已经全新升级为 一个"线下实景娱乐（LBE）"的试点基地，新馆引入了索尼前沿的触觉反馈、空间显示、机器人、3D音 频等前沿技术，并计划结合索尼旗下丰富的IP内容资源。 全新升级的索尼探梦内分为"学一学""玩一玩""做一做""看一看"四大展 ...