Digital living is the theme of the flagship brand experience we have conceived and designed for Samsung in New York.
A key aspect of the brief was to invest the notion of digital living with meaning by relating it to the everyday lives of visitors, both to promote the relevance of the Samsung offer and build a relationship with the target audience of ‘high-life seeking New Yorkers'.
As a result, the majority of content is delivered through digital installations. Stylish and innovative, these are a strong, contemporary expression of Samsung values.
Outside the exhibition space sits an Orientation Table. Set within the table's surface is an interactive map of New York's five boroughs; simple hand gestures allow visitors to navigate their way around, as animated imagery, brief films and live RSS feeds present a dynamic perspective on people, places and activities that define the spirit of the City, day to day.
Moving inside, the visitor encounters Info Kiosks which showcase the Samsung product portfolio and explain what lies within the experience, in terms of interactive displays and presentations.
These installations also allow the visitor to create a personalised statement using Samsung products. You can take a picture of yourself, customise it with graphics and write a message before emailing it. Internet access is also available.
The creativity that is the essence of Samsung is expressed through the Welcome Experience. This comprises a series of rotating monitors which can be turned through 360˚ - an action that draws a line or completes a picture or splashes random colour washes across the screen.
The content of an experience of this nature needs to be refreshed and updated with speed and efficiency, particularly to ensure all the products featured are the latest from Samsung. To that end, we developed a content management system that supports the inclusion of new products without incurring extra costs.
Topicality is also a consideration for the Orientation Table. Again, it can be easily updated, to bring freshness and immediacy to its virtual portrait of life and people in New York; this encourages regular access by passers-by.
We continue to partner with Samsung to develop new forms of media and content since the inception of the Experience to draw repeat visitors and ensure what we deliver remains true to the original vision.
Upon its opening, Dong Jin Oh, CEO of Samsung Electronics North America stated, ‘The Samsung Experience is digital convergence in its purest form - where you can see, hear, touch and create the art of the possible.'
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