Samsung Town
Samsung
2019 / IFA / Berlin
Cheil Germany / Uniplan
summary
Connected Living
Beginning with CES 2017, Samsung established a consistent approach to connectivity, with a roadmap to integrate all devices into the SmartThings ecosystem by 2020. This vision was supported by advancements in 5G and AI, enabling faster, smarter interactions, alongside product innovations in TVs and home appliances that enhanced performance, automation, and everyday usability within the connected home.
For the 2019 the approach was no different, so during IFA , Samsung tried to bring the topic within all of the product categories displayed, from new TV technologies to house appliances and communication devices.
core idea
Community Bridge
The concept of connected living is part of a broader brand strategy aimed at bringing products under a more centralized and intuitive point of control. The conceptual approach for Samsung’s main shows reflects this vision while also acknowledging the differing objectives and contexts of each event. Strategically, the look and feel were differentiated to suit the specific scope of the shows, while maintaining a set of consistent elements to ensure brand coherence and recognition.
While CES emphasizes broad technological ecosystems and cross-category innovation, IFA places the spotlight on the individual household experience and the product itself. Building on the overarching direction established in 2017—positioning IFA as a human-scaled “town” rather than a sprawling metropolis—the concept of a Community Bridge emerged as a natural connector between innovation and connectivity, and ultimately between the brand and its users. Rooted in everyday domestic activities and multiple perspectives, the Community Bridge was designed to bring people together, shift viewpoints, and create a dynamic and memorable experience.
key moves
Outline the Town
First step implied dividing the space between the GBM’s (individual product categories with their own highlight zones and specific design details) and the Brand Zone where the vision for this year can take shape.
Brand Zone
The Brand Zone is a two story bridge like structure that crosses the space from the entrance towards the back with the focus on the connected living and also serving as a seating park for the key notes
Physical to Digital
Media plays a key role not only for the press release but also for communicating the brand vision and playfully emerge visitors into it. Tailored made content for the Samsung Town involved invited users to create an avatar and be part of virtual replica of the town.
my role
Creative lead from concept to final delivery — defining the narrative, leading spatial design for the Brand Zone , managing creative partners and overlooking the development of the GBMs, aligning with Samsung’s brand team.
outcome
For 5 days, people emerged in the Samsung universe where over 5000 sq of floor space have offered a wide perspective to the plans and products Samsung has to offer.
