Samsung Galaxy Unpacked 2018

For the tenth anniversary of the Galaxy phone, Samsung Mobile and Cheil Worldwide hosted Unpacked to celebrate and introduce the next generation of mobile phones to the world. Agency EA was asked to design an experience that’s exceptional and immersive for both the in-person and livestream audiences. Bringing together dynamic content with powerful, cutting-edge show technology, the show introduced new technology that seamlessly transitioned to a product showcase where people could get hands-on experience with the newly released devices, distinct brand identity, and aesthetics.

Role:

• Mapped attendee journey by creating floor plans and event layout.

• Collaborated with creative directors to develop event concept and design.

• Main stage design for in-person and live streaming, in collaboration with creative director and technical production teams.

Tools used:

• Rhinoceros

• Vray

• Adobe Photoshop

• Google Workspace

An iterative process for a cutting edge stage.

How do you design an experience that’s exceptional for both the in-person and livestream audiences? Blend enticing content with powerful, cutting-edge show technology and an awe-inspiring custom stage built to transcend the physical space. As the spatial designer I participated in in-depth site analysis with the project team to carefully craft a design that was not only experiential for the in-person audience but also for the live streaming audience.

From Now to Next.

The stage buildout consisted of a custom 5-piece LED screen layout, including a main hero screen, upper canopy, lower floor and two radius screens. The towering LED screens and stage were a wow factor specifically designed to the immerse the attendees as soon as they entered the space. The 5 part unboxing stage configuration made an innovative canvas to showcase content. A 12-camera strategy guaranteed remote viewers didn’t miss a moment.

A kaleidoscope of color.

Lighting was a key component of putting on a show, so we collaborated with lighting designers to specifically curate each show moment by integrating and programing lighting in coherence with the screen content to engage the audience in fully immersive moods and atmospheres.