SONY × R.U.D.A. at Port X: What the Robot Did at the Event

Written by ROBOTio Team · · 6 min read

Article summary

The humanoid robot R.U.D.A. at an exclusive Sony Czech Republic event in Prague's Port X: what it did among photographers and journalists, what worked, and the key takeaways.

At the Sony Czech Republic product event at Port X in Prague, the robot R.U.D.A. did not perform on a stage or stand at a stand. It moved freely among photographers and journalists, greeting them, shaking hands and gesturing. It served as a technological "wow moment" that did not draw attention away from the products but broadened their context. This article summarises what the robot did, what worked well and what the organiser of a similar event can take from it. ## What the Event Was About The exclusive event took place in May 2026 at Port X in Prague-Holešovice, in a setting by the Vltava river. Selected photographers and journalists had the chance to try out Sony's latest photo products in person, including the new Sony Alpha A7R VI and the FE 100–400 mm F4.5 GM OSS G Master lens. Product events for the media often revolve around specifications, hands-on testing and expert commentary. For a premium brand, however, it is not enough for an event to feel like a purely technical presentation. The aim was to create a striking moment that fits the brand's technological character, engages expert guests and generates photo and video content for sharing. You can find the full account of the project in the [SONY × R.U.D.A. case study](https://robotio.eu/case-study/sony-robot-ruda-produktovy-event-portx). ## The Concept: The Future Presented by the Future The idea was simple. When Sony introduces new technologies, a humanoid robot can enhance the atmosphere as a symbol of the future. R.U.D.A. was therefore neither a conventional host nor a static exhibit. It was a living element of the event, creating unexpected interactions. Alongside top-class photographic equipment, photographers and journalists, it produced both contrast and harmony at once. This was not a rigid performance in a single spot. The value lay in the robot coming across as part of the living environment of the event. ## Five Roles of One Robot R.U.D.A. fulfilled several roles at the event at the same time: - **Surprise technology guest.** Its arrival immediately captured attention and created a strong first impression. - **Interactive performer.** It moved among the attendees, greeting them, shaking hands and gesturing. - **Natural magnet for photo and video.** Photographers and journalists wanted to capture it of their own accord. - **Symbol of innovation.** It was a visual metaphor for the future in a space where new products are being introduced. - **Content element for social media.** The result was material suitable for YouTube Shorts, Instagram Reels, TikTok and Facebook. ## How the Preparation Worked The process is easy to transfer to another launch: 1. **Brief.** We defined the goal of the event, the key product news, the profile of the guests and a scenario for how the robot would interact with the space. 2. **Branding and gestures.** R.U.D.A. received a wrap matching the Sony brand, and we prepared the basic gestures: a handshake, waving and movement among the guests. 3. **Operation at the event.** The robot maintains its balance and walking on its own, while the direction of movement and the gestures are controlled by ROBOTio operators. Two operators are with each robot throughout. The robot was available for every shot. 4. **After the event.** We collected content from the attendees themselves, put together a short video and handed over the material for the client's social channels. We used a robot from the [Unitree G1 EDU](https://robotio.eu/unitree-g1-edu) line, a compact humanoid that moves smoothly among people. You can find out more about the manufacturer on the [Unitree brand page](https://robotio.eu/brands/unitree). ## What Worked **The robot suited the theme visually.** Photographers and journalists can tell within seconds what makes interesting content. The humanoid stood out visually among them and fitted a technology brand thematically. The guests photographed and filmed it themselves. **Mobility instead of a fixed point.** The robot was not confined behind a stand. Moving among the guests created natural, unplanned situations, and these are exactly the kind that are easy to share. **Complementing, not competing.** The robot did not stand against the product but alongside it. For a premium brand, this is important: attention flowed towards the new products, not away from them. **Media dimension.** The involvement of a humanoid gave the event both an experiential and a media dimension. Guests took away not only information about the product, but also a memorable experience. ## What to Take Away as an Organiser - **Define the robot's role in advance.** Should it welcome guests, give demonstrations, or simply move among the guests? At the Sony event, free interaction worked well. - **Leave room to move.** A robot walking among people needs a clear floor area and supervision by operators. - **Plan for content.** If photographers or creators are among the guests, recordings emerge on their own. Agree in advance how you will use them. - **Align the look with your brand.** The wrap and gestures should match the client's identity. - **Plan ahead.** As a rule, allow 4–6 weeks for the wrap, interaction programming and logistics. For proven formats it can be quicker, but it depends on the availability of the robot and operators. A similar principle suits [product presentations](https://robotio.eu/robot-hire-by-event-type), [launch parties](https://robotio.eu/robot-hire-by-event-type) and [technology events](https://robotio.eu/robot-hire-by-event-type). To see how R.U.D.A. looks in a different setting, take [INFLUCON 2026](https://robotio.eu/case-study/influcon-2026-prvni-humanoid-mezi-influencery) as an example. Practical tips on the scenario can also be found in the [guide to robots at product presentations](https://robotio.eu/blog/robot-na-produktove-prezentace-pruvodce-scenare). ## Frequently Asked Questions ### Was the robot the host of the event? No. R.U.D.A. was neither a conventional host nor a static exhibit. It moved among the guests, greeting them, shaking hands and gesturing. ### Which robot was deployed at the event? It was R.U.D.A., a Unitree G1 EDU robot. For a different type of event, such as a trade fair stand or a large hall, the 180 cm tall H2 may be more suitable. We tailor our recommendation to the brand, the audience and the space. ### What does the deployment include? A robot with operators throughout the event, a brand wrap, programming of gestures and the scenario, transport, technical support and, after the event, photos, video and a compilation of content for social media. You will receive the scope and the price in our quotation. ### How quickly can the robot be booked? It is usually advisable to allow 4–6 weeks in advance. For proven formats it may be less, and we always confirm the date based on availability. ## Would You Like a Similar Moment at Your Event? Send us the date, the venue and the type of guests. We will propose a role for the robot and you will receive a quotation within 24 hours. Request a no-obligation quotation for [humanoid robot hire](https://robotio.eu/robot-rental).

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Category

case-study

Tags

  • Sony
  • R.U.D.A.
  • product event
  • Port X
  • humanoid robot
  • case study

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