Samsung

Samsung

Launching the new Samsung mobile at their flagship store during Vivid Festival.

Sector

Retail

Services

Concept creation
Technical design specifications
Spatial design
Production management
Installation coordination

Collaborators

Chiel Global

For the launch of the Samsung S10 mobile phone in Australia, themed "Next is Now," we were tasked with the event at Samsung's flagship store on George Street. The objective was to encapsulate Samsung's brand essence of always being at the forefront of cutting-edge technology, especially in the realm of mobile phones where it competes directly with Apple's iPhone. The concept revolved around the campaign's core message of "Next is Now." Van Imhoff chose to encapsulate motion and forward momentum through a static yet sculptural approach, imparting a dynamic, contemporary, and ever-evolving allure.  This design also seamlessly incorporated the new S10 into the window display.

Van Imhoff oversaw the entire process from conceptualization to realization. After Chiel, the head of Samsung's creative office, gave the initial concept their approval, we efficiently coordinated and assigned skilled builders and lighting specialists to meticulously carry out the project. They worked according to our technical drawings and specifications to ensure an on-time in-store launch.