RESONANCE

TitleRESONANCE
BrandSAMSUNG CORPORATE DESIGN CENTER
Product / ServiceMILANO 2019 FUORISALONE EXHIBITION
CategoryC03. Exhibitions / Installations
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation 2 CHEIL WORLDWIDE Milan, ITALY
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement 2 CHEIL WORLDWIDE Milan, ITALY
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR 2 CHEIL WORLDWIDE Milan, ITALY
Production VAVELIO KATEDRA Offenbach am Main, GERMANY

Credits

Name Company Position
Jaesan Kim Cheil Worldwide Head of Brand Experience Business
Simon Hong Cheil Worldwide Executive Creative Director
Tobias Geisler VAVE Creative Director
Jihoo Kim Cheil Worldwide Senior Designer
Insoo Song Cheil Worldwide Designer
Subin Seol Cheil Worldwide Designer
Whan Lee VAVE Senior Designer
Matthias Sütterlin VAVE Senior Designer
Yunjeong Jang Cheil Worldwide Event & Campaign Director
Carlo Gai Cheil Italy Head of Production
Yoongul Sim Sim Cheil Italy Account Director
Minkyung Han Cheil Italy Account Executive

Why is this work relevant for Brand Experience & Activation ?

The importance of ‘Resonance by Samsung’ exhibition for the Milan Design week 2019 is to ask deeper question to usual on-screen, projected or product staging exhibition - a deeper meaning of technology that can transform surrounding world in response to our daily behaviours. Utilising ‘memories’ already associated with existing space and we have laid new meaning of technology that evolves in reflection of humanity. 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.

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 (20% 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 strategy (20% of vote)

Humanity interfaced with Samsung technology that creates new possibilities. It senses, understands and responds to my actions beyond a behavior of everyday life. ‘Resonance by Samsung’ exhibition will showcase advanced connectivity and a multi-sensory experience built on the company’s technological leadership. The exhibit at Milan Design Week 2019 will take visitors to a maze-like space where they can directly interact with the installation based on daily behaviors, such as breathing, talking, and touching – and ultimately individuals become a part of outcome for ‘Resonance’. At the heart of the ‘Resonance’ exhibition is Samsung’s deep desire to usher in a new tomorrow in design.

Describe the execution (30% of vote)

Attracting nearly 29,000 visitors during Milan Design Week 2019 (Date) located (address) 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 a 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.

List the results (30% 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”.