This 38,000 square foot exhibit opened and ran for three days. For PlayStation, the objective is always to portray "new" – new games, new platforms, new adrenaline rush. The primary design concept for the 2001 E3 exhibit utilizes an umbrella environment of deconstructivist architecture composed of the faceted polygons used in CG environments. Other influences include origami and Japanese robots.

This design distilled the Reynolds image into a space as simple as possible. There was nothing in the exhibit except product and brand. The back wall showed a bicycle rider riding not on a bike, but on an array of Reynolds components flying in formation, key to drawing the distinction between a component manufacturer and a bike manufacturer.