THE FRAME GALLERY

TitleTHE FRAME GALLERY
ClientSAMSUNG ELECTRONICS
Product / ServiceTHE FRAME
CategoryC03. Exhibitions / Installations
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.

The Brief

For making the contents, it costed 448,300,000 KRW Cost for Message video, 154,300,000 KRW Also 3D mapping contents costed 294,000,000 KRW For building the space, it costed 585,000,000 KRW Cost for room construction it costed 138,350,000 KRW And for supplying projectors, media, and sound system, it costed 216,000,000 KRW

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Frame Gallery allowed people to experience how The Frame TV improves lifestyle aesthetically, and it was one of the most visited places at IFA 2017. People appreciated world famous art on each TV as works from the 3 galleries constantly changed. The ensemble of 19 TVs in this virtual gallery was a great success that effectively demonstrated the lifestyle benefits of Art mode. The exhibition was recorded and made into a viral film, with the video also being used for retail, and the public response was tremendous, seeing 52,200 responses from the press and 22,300 responses over social media.

Explain why the method of promotion was most relevant to the product or service

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. Without a need to read a catalogue or explanation from a helper, people in The Frame Gallery could experience the Art mode in a new way which was completely different from old industry exhibitions. To show how The Frame TV and its art ecosystem could change the common living room into an art gallery, we designed the world’s first virtual gallery where people could experience The Frame’s aesthetic features which has over 800 art pieces

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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