Sony Australia has officially announced the rebranding of its consumer tradeshow, now named SceneScape, set to take place on September 20-21, 2025, at the historic White Bay Power Station in Sydney. This event, previously referred to as Scene, aims to offer an enriched experience for content creators, featuring new interactive opportunities and industry demonstrations.
The rebranding merges “Scene,” which serves as Sony’s community platform in Australia and New Zealand, with “Scape,” symbolizing the diverse landscapes and narratives captured by visual storytellers. The event will celebrate notable milestones for Sony’s creative community, including the 10th anniversary of the Alpha Awards and the fifth anniversary of the Catchlight Film Festival. These award ceremonies will occur on September 19 and 20, respectively, with attendance limited to invite-only guests.
Expanded Features for Creatives
SceneScape will introduce an enlarged Hub area designed to foster connections among attendees. Participants will have hands-on access to Sony’s full range of Digital Imaging products, alongside specialists and advocates ready to assist. The Hub will also feature merchandise and product sales, enhancing the overall experience.
One of the highlights of the event is a unique camera workshop tailored for children aged 8-14, led by Digital Imaging Ambassador Craig Parry. This educational initiative aims to teach photography fundamentals in a fun and engaging manner. Additionally, a collaboration with BRAVIA will present a Live Action Film Set, showcasing the “Lens to Living Room” campaign, which will feature Sony’s Pro Cinema Line cameras, including the Venice II, Burano, FR7, and FX6. The demonstration will be directed by two-time ACS Gold Tripod Award winner Liam Brennan.
SceneScape will also unveil a Live Podcast Studio, highlighting Sony’s recently launched podcast “The Full Frame,” produced by 27 Project. Attendees can delve into the world of podcasting while experimenting with Sony’s professional audio products, such as C-80 microphones and MDR-MV1 and MDR-M1 headphones.
Interactive Experiences and Educational Sessions
In a partnership with PlayStation, the event will feature a Play Zone, offering gameplay experiences on the latest technology paired with Sony BRAVIA displays. Furthermore, a new Workshop Zone will host tutorials and hands-on sessions, led by more than 15 Sony advocates, ambassadors, and industry professionals.
The Main Stage will feature over 30 industry professionals discussing critical topics related to photography, videography, filmmaking, and content creation. This diverse lineup emphasizes Sony’s commitment to education and community engagement within the creative landscape.
SceneScape 2025 will also see partnerships with organizations such as Asus, CR Kennedy, Federation of Camera Clubs NSW, Huxley School of Makeup, Kayell Australia, Pelican, Pixel Perfect, Radbitz, and Videndum, with more partners expected to be announced in the run-up to the event.
The rebranded SceneScape reflects Sony’s dedication to fostering an inclusive environment that not only showcases the creative visions of the imaging community but also expands opportunities for connection and education across both traditional and innovative creative disciplines.
