Samsung Hybrid Facade

Brand Media Facade Content

IFA, held in Berlin, is the world's largest consumer electronics fair. Visitors come from all over the world, and many of them are families. We wanted to show Samsung's technology and vision on the media facade at the entrance to the IFA Samsung Zone. The space below the main facade consists of a Showcase where actual products are displayed. The space above was created as a Storycase space to introduce SmartThings scenarios created by products, creating the world's first hybrid structure. The lower and upper spaces interacted with each other, allowing visitors to indirectly experience Samsung's vision in an immersive way.

Client / Manufacturer

Samsung Electronics

Gyeounggi-do, Suewon City, KR

Design

CHEILworldwide

Seoul, KRKyoungmin Koong, Siyeon Lee, Soojin Oh, Hyunju Kim, Heetaek Kong, Jiyoung Kim, Minhyuk Jang, Youngjin Oh

CHEIL Worldwide

Seoul, KRKangjin Lee, Chihoon Seung, Taeho No, Soyoun Yim, Byeongyeon Moon, Jihyun Park

Kate Production

Seoul, KRIeeseok Kim, Sewon Kim, Sang a Kim, Jeonghwa Kim, Woojong Kim