Samsung

Town

At IFA 2107 Samsung devoted a generous proportion of its exhibition space to stage the connection between humans and technology – by bringing it to the center of the brand space.

“SAMSUNG inspired by you.” came to life with a multimedia installation that welcomed visitors in the most impressive and intuitive way: A single touch animated their portrait on the largest curved screen of the fair (55 meters wide), recreating their faces with a collage of Samsung products (composed of 14K resolution and 27 aligned projectors).

This way Samsung celebrated people as a source of inspiration for innovation and put every visitor in the center of the brand experience – inviting them into Samsung’s visionary product world.

client

Samsung

year

2017

type

Trade fair

location

IFA Berlin

participated as designer for Cheil Germany

© by Cheil . All rights reserved.

Samsung Town as a concept, is the adaptation of the project to the location , since IFA is the place where. household solutions play the main role. Therefor, the idea of household and community was the direction taken to exhibit the wide range of products.

To underline this ideas in the Product Zone an abstraction of the roofline from a housing neighbourhood with a park in the centre was the direction chosen.