Title | SAMSUNG INNOVATION MUSEUM |
Brand | SAMSUNG ELECTRONICS |
Product / Service | EXHIBITION HALL |
Category | C01. Brand Environments |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Entrant Company | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Advertising Agency | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Challenge: Refrain from only communicating about Samsung Electronics’ history and its products Key objective: Communicate Samsung Electronics’ contributions to the electronics industry and innovation, as well as its history and products
Our client, Samsung Electronics, wanted to build a public space that can communicate the history and the future of innovations brought by the electronics industry.
Samsung Innovation Museum (S/I/M)'s design is meant to reflect the improving quality of life. Each floor’s design expresses the different stages in innovation. In addition, for the public's convenience, S/I/M was designed with the flow of traffic in mind, starting from 5th floor and moving downwards as one heads to the end of exhibition.
Since the opening of S/I/M in 2014 April 21st, attendance has exceeded 16,000. The purpose of visit varies from business relations (49%), diplomatic relations (38%) to education (6%). Samsung Innovation Museum is known as one of the many tourist attractions in Korea; international visitors make up 44% of total visits. S/I/M has also been introduced in a number of international news media such as The Verge, USAToday, Engadget, and Wall Street Journal.