Play case video

Samsung Galaxy

Windows into the future

Challenge

The Galaxy S10 does not only represent the 10th generation of the Samsung Galaxy range, but also embodies 10 years of technological innovations. To celebrate this important anniversary, the retail launch of Samsung’s flagship smartphone had to be as innovative and premium as the product itself.

Idea

The Art of Innovation: By turning multiple shop windows into playful and unique interactions between brand and customer we allowed the audience to experience Samung’s innovations and the Galaxy S10 in an engaging new way, turning abstract features into easy to understand benefits.

Execution

For the first time, the entirety of shop windows of Germany’s largest and internationally renowned luxury department store, the KaDeWe in Berlin, were exclusively given to one brand. From optical illusions to mechanical machinations to kinetic projections each of the 4x4m big windows featured a different innovation or technical feature. The majority even allowed for direct interaction with passers-by, using sensors and technology originating in Galaxy smartphones and drawing people to the exclusive Galaxy pop-up store inside the KaDeWe.

Impressions

  • 10 years of Galaxy S10

    10 engaging experiences

  • 10 years of Galaxy S10

    10 engaging experiences

  • 10 years of Galaxy S10

    10 engaging experiences

  • 10 years of Galaxy S10

    10 engaging experiences

Results

Top 6 App in App Store
158 Mio. Reichweite
+500 % CPC Performance
+500 % CPC Performance

Making of

Play video

The Windows

click on any window to read a description of the interaction

The Art of
Voice Assistance

Its conversational and casual tone make Samsung‘s voice assistant Bixby especially approachable. This quality is staged in a window that can answer a set of different questions, realized through modular neon words lighting up in the right combination when the question is triggered via Bixby Buttons attached to the window front.

The Art of
Expressing

The new Galaxy S10 features new AR functions including a variety of emojis with fluent motion tracking. When people start to dance in front of this window, the projection character mirrors every movement in real time while constantly altering its look.

The Art of
Infinity

The bezel-less display of the Galaxy S10 permits an immersive multimedia experience. In comparison, the equally bezel-less and colorful kaleidoscope in the shop window literally lets the viewer lose himself in infinity.

The Art of
Connectivity

Equipped with Samsung SmartThings the Galaxy S10 enables its owner to control his smart home – just like viewers are able to control a grabber in this window installation to sort colored balls. Everybody who succeeded in this interactive game, then could participate in a raffle inside the store.

The Art of
Sharing

Samsung’s wireless “PowerShare” feature enables users to share battery capacity – just by letting their smartphones touch. The window demonstrates this function using two sensors. Only when two viewers touch each sensor at once, an energetic light is flowing between the two poles.

The Art of
Sound

The AKG stereo speakers with Dolby-Atmos technology give you an immersive sound experience that lifts your favorite music, movies or games to the next level. This kinetic installation visualises the immersive sound experience the Galaxy S10 gives by making the sound itself visible.

The Art of
Energy

Intelligent battery management of the new Galaxy S10 enhances battery life up to 24 hours. Demonstrated by an impressive installation of a huge sun that steadily cycles from sunrise to sunset and back 24/7.

The Art of
Secruity

The idea of the ultrasonic 3D fingerprint scanner built into the Galaxy S10 right beneath it’s glass display is represented by a multi-layered installation of an oversized fingerprint made from glowing, stacked glass panels that offer a fascinating holographic perspective.

The Art of
Design

The all-new ceramic material built into the shell of the Galaxy S10+ makes it more robust, durable and scratch resistant than ever while still maintaining an elegant look. A porcelain ballerina balancing huge bricks made from concrete is a striking yet poetic metaphor for the S10’s sturdiness.

The Art of
Photography

The Galaxy S10 features a complete set of three different lenses ranging from zoom to wide angle. Portrait shots of customers taken with a Galaxy S10 in the pop-up store inside KaDeWe were automatically sliced and re-arranged, and then sent as a fragmented composition to the window installation made from Samsung TV screens.