Samsung City 2.0
Samsung
2019 / CES / LAS VEGAS
Cheil Germany
summary
Connected Living
Fallowing the 2018 launch of the Smart Things platform where scope is to unite all products, in 2019 Samsung continued the process by introducing new topics to the agenda.
Investments into AI, IoT and 5G are building blocks for the vision of a Connected Living. The company also unveiled its future AI-powered robotics platforms, which can be used to manage activities of daily living, such as helping an aging population independently manage their health routine.
core idea
The Evolving City
Use CES as a platform for continuity when we talk about One Samsung and the overall strategy of the brand so transferring the idea of a city from the previous edition was the logical step
key moves
Outline the City
The city silhouette evolved from the previous design into a dynamic and interactive content driven design, where rectangular LEDs create the new Samsung skyline
Digital Layer
Content focuses on communication and community so the media backdrop celebrates the participants and focuses on their role within the new born Samsung Ecosystem.
Being together
Although a bold architectural gesture welcomes the visitors, the focus moves inside where a wide avenue gathers the visitors and offers a 360 degree access to all the goodies displayed during the event, transforming the event into a street like festival
my role
Creative lead from concept to final delivery — defining the narrative, leading spatial design, managing creative partners, and aligning with Cheil HQ and Samsung brand teams.
outcome
