While Sony's new Personal 3D Viewer has grabbed much of the attention at IFA 2011, the Japanese giant's professional arm has used the tech show to slip out the VPL-VW95ES, a new flagship 3D home cinema projector.

This 'Elevated Standard' branded product is the successor to its award-winning VPL-VW90ES, and capable of crafting hi-def images up to 300ins.

Sony says it has taken the views of its existing customers on board when designing the new model.

Customer feedback

"Feedback on the VPL-VW90ES was carefully considered and changes were made accordingly to ensure the VPL-VW95ES gives viewers the best home cinema experience yet," states Tak Nakane, product manager at Sony Professional

Helping to deliver that experience are a running noise of just 20dB, picture position memory allowing for one-touch aspect ratio control, and lighter 3D glasses than before.

Other features of the VPL-VW95ES include a claimed dynamic contrast ratio of 150,000:1, two HDMI inputs for easy source connection, built-in 2D-3D conversion and Sony's Motionflow technology to reduce motion blur and judder.

The VPL-VW95ES will go on sale in the UK and the rest of Europe in October. The suggested price is a reassuringly expensive €5,500, but it's not yet clear how that will be converted by UK retailers.

Sony has also used IFA to announce a new white finish for its more affordable VPL-VW30ES projector, presumably to make it more appealing to interior designers.