Samsung Town
Samsung
2017 / IFA / Berlin
Cheil Germany
summary
Inspired by you,
IFA 2017 marked the beginning of Samsung Town — the spatial concept that would anchor Samsung's IFA presence for years to come. The brief had two parts: dedicate a significant portion of the exhibition to the relationship between consumers and technology, and give the European market a comprehensive, hands-on encounter with Samsung's full product range.
core idea
Leading the way
The centrepiece of the exhibition was a large-scale interactive installation built around the theme Samsung Inspired by You. Through a simple touch interface, visitors could animate their own portraits on a 55-metre curved screen — rendered at 14K resolution across 27 aligned projectors, with each face dynamically reconstructed from a collage of Samsung products.
The installation wasn't spectacle for its own sake. It placed the visitor at the literal centre of the brand story, making the point that Samsung's innovation is driven by the people who use it — not the other way around.
key moves
The entrance Forum is where visitors encounter Samsung as a brand before they encounter any individual product. A bold, immersive brand space articulates the One Samsung story through the interactive installation — setting the tone for everything that follows.
Inside, abstract sculptures suspended from above reference the roofline of a town, bringing the scale of the space down from grand brand gesture to something closer to a neighbourhood. The architectural move bridges the gap between Samsung's scale as a company and the intimacy of the home.
Each product category zone offers hands-on access to Samsung's latest and full product lineups — designed not just for display, but for genuine engagement at the product level.
my role
I worked on the overall concept for the interior exhibition and led the detailed design of the Mobile zone — iterating through multiple rounds of planning and design to develop it from shared concept into a fully resolved space.
