THE FRAME GALLERY

TitleTHE FRAME GALLERY
ClientSAMSUNG ELECTRONICS
Product / ServiceTHE FRAME
CategoryB05. Use of Ambient Media: Large Scale
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production ALOHA PRODUCTION Seoul, SOUTH KOREA
Production 2 SHAKESPEARE AND COMPANY Seoul, SOUTH KOREA
Production 3 DAAMDAAMSAMUSO Seoul, SOUTH KOREA

The Campaign

To show how The Frame TV can change a living space into an art gallery with Art mode, we designed a space allowing people to intimately experience Art mode at IFA 2017. The Frame TV is designed to show over 800 pieces from the Samsung art store and Samsung Collection when the TV is not in use. Because it shows pictures according to ambient light levels, each picture looks like a real piece of art on paper. In this way, the TV changes space from an ordinary room into an art gallery. Samsung calls this amazing feature Art mode.

Creative Execution

With 3D projection mapping and 19 The Frame TVs, we took 3 world famous museums to IFA, turning the space into a virtual gallery with works from Prado Museum, Saatchi Gallery, and Lumas. To make people feel as if they were at an actual gallery, we used projection mapping on the floor (7m x 15m) and the 3 walls surrounding them. Transition effects made the virtual gallery feel more immersive as works changed from one gallery to the next. 19 TVs displayed art pieces from the galleries to show how real the pictures appeared on The Frame TV.

With 3D projection mapping and 19 The Frame TVs, we took 3 world famous museums to IFA, turning the space into a virtual gallery with works from Prado Museum, Saatchi Gallery, and Lumas. To make people feel as if they were at an actual gallery, we used projection mapping on the floor (7m x 15m) and the 3 walls surrounding them. Transition effects made the virtual gallery feel more immersive as works changed from one gallery to the next. 19 TVs displayed art pieces from the galleries to show how real the pictures appeared on The Frame TV.

To prove that The Frame TV can change a living room into a beautiful art gallery, we made the world’s first virtual gallery at IFA. IFA is a leading showcase for the global technology industry, full of reporters and customers. As people were growing tired of typical industry exhibition in IFA, we made an immersive experience through the space. With media-façade show driven by 19 The Frame TVs and projection mapping, the space could deliver the strong message. Not only the aesthetic ambient of the product, but also the selling point was delivered through the show.

Insights, Strategy and the Idea

Our aim was to bring world famous museums to IFA while allowing attendees to experience The Frame Art mode. We felt attendees and press at IFA have grown tired of boring industry exhibitions full of soulless, storyless products. We wanted to communicate our product to the public in a new and novel way. Bearing this in mind, we delivered artwork from 3 museums to IFA, allowing people enjoy The Frame Art mode in the form of a virtual gallery.

Credits

Name Company Position
Jaesan Kim Cheil Worldwide Master (Division Leader)
Jonghee Yoo Cheil Worldwide Division Leader(Creative)
Cheolhong Kim Cheil Worldwide Division Leader(Account / Production)
Kyoungmin Koong Cheil Worldwide Creative Director
Hyomyung Kim Cheil Worldwide Art Director
Jaehoon Choi Cheil Worldwide Art Director
Jongwook An Cheil Worldwide Account Director
Jinsil Jung Cheil Worldwide Account Executive/ Space Planner
Kangjin Lee Cheil Worldwide Account Executive/ Space Planner
Moonhee Ko Cheil Worldwide Project Manager
Bongkyun Kang Aloha Production Director
Leeseok Kim Freelancer PD
Taerang Kim Shakespeare and company Flame artist
Sungmook Lim Daamdaamsamuso Art Director
Soonkeun Choi Daamdaamsamuso Project Manager
Jiwook Lee Laypack 2D/ 3D Designer
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