Samsung – SCHMIDHUBER

Brand Monument

360° experience for Samsung

Staging the new LED TV and its abstract qualities as ultra “flat”, „brillant“, „eco“. Samsung’s trade-fair presence is shaped by a new TV generation – LED TV. A magnetic entry setting fusing space, audio and video components is devised as a crowd-puller in Hall 20.

360° spatial experience

Eight semi-circular “leaves” that towered upwards and contained LED TVs are arranged to give rise to as a “cathedral of entertainment electronics” by the precise use of mirrored surfaces. The changing lights and colors of the media displays reflect the attributes “color brilliance” and “motion sharpness” in a 360° spatial experience.

With the Samsung Monument, we were able to bring everything together: a spatial communication of the brand message, a surprising on-site user experience, and a clear, distinctive big picture. The result was a playful interaction between perspective and illusion. The Samsung Monument was the talk of the exhibition, making the front pages of the “Berliner Tageszeitung” and the “Berliner Morgenpost.”

Lennart Wiechell | Managing Partner at SCHMIDHUBER

Illusion and reality melt into one

Light blinds inset into the floor and A/V screening forge a bridge to the product presentation. The plain volume of the white exhibition architecture and the wraparound element of the blue horizon form a calm backdrop to the other Samsung products on display.