Windows into the future
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.
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.
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.