Background

Samsung has been a part of the Milan Design Week since 2011. And in 2019 exhibition aimed to reflect Samsung’s design philosophy of ‘Be bold, Resonate with Soul’. The exhibition objective is to bring technology interactions closer to our tangible world beyond the screen-based realm.

Describe the creative idea (40% of vote)

The interactions between people and technology evolve in a constant flow, with the shifting currents of how we think, work, and live. The ‘Resonance’ journey starts within light-hearted iridescent maze-like environment, where visitors can trigger meta-physical interaction through ‘app button-shaped’ windows. In this part of experience, our breath, sound and touch becomes a key to unlock mesmerising world of possibilities. Later part of the journey, visitors themselves can enter self-contained environment where themselves becomes a integral part of installation element. The surrounding world transforms as they interface with installation aimed to evoke flow of emotions with a bold resonance in their hearts and minds.

Describe the execution (40% of vote)

Attracting over 28,500 visitors during Milan Design Week 2019 (09 – 14.April). The ‘Resonance’ journey starts within light-hearted iridescent maze-like environment, where visitors can trigger meta-physical interaction through ‘app button-shaped’ windows. Within 600m2 of space, our breath, sound and touch becomes a key to unlock mesmerising world of where visitors themselves becomes an integral part of installation element. The world of possibilities transforms as they interface with installation aimed to evoke flow of emotions with a bold resonance in their hearts and minds. The design elements is to follows utilizing ‘memories’ already associated with existing space and layering new meaning of technology evolving in a constant flow with currents of how we live, work and think. Usual on-screen contents and products experience is replaced with interplay of lights, form, shapes and movement that continually changes in response to visitors with light-hearted, fun-filled and mesmerizing world of possibilities of technology.

List the results (20% of vote)

The exhibition recorded over 29,000 visitors during Fuorisalone 2019. Major Fuorisalone press introduces this exhibition to the public as one of ‘must see‘ and ‘the best of the best’ exhibition for 2019. - All installations & guerrilla event received much positive attention of 68,000 Social Media impression during 6 days of Fuorisalone 2019. - Laura Traidi, Jounalist of Republica ranked 2nd best amongst other exhibition for Fuorisalone 2019 and stated “is fascinating, super cool in pictures, playful. It stages a series of candy-colored rooms where you can blow, scream, touch to see what happens. And it’s often fun”. - 94% of visitors inspired by exhibition experience and stated “The best I’ve been all day”.