Title | SAMSUNGKX |
Brand | SAMSUNG ELECTRONICS |
Product / Service | SAMSUNG ELECTRONICS |
Category | D01. Retail Environment & Experience Design |
Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Idea Creation 2 | BRINKWORTH London, UNITED KINGDOM |
Media Placement | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
PR | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Production | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
Production 2 | CHEIL WORLDWIDE London, UNITED KINGDOM |
Production 3 | HARTMANNVONSIEBENTHAL BERLIN Berlin, GERMANY |
Production 4 | PORTVIEW Belfast, UNITED KINGDOM |
Production 5 | TANGIBLE INTERACTION Vancouver, CANADA |
Post Production | RARE VOLUME New York, USA |
Post Production 2 | DILUSSION Seoul, SOUTH KOREA |
Post Production 3 | IM FINE Seoul, SOUTH KOREA |
Post Production 4 | DESIGN MONSTER Paju-si, SOUTH KOREA |
Post Production 5 | VAAHTERA 4 Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Jong-hee Yoo | Cheil Worldwide | Head of Brand Experience Creative Division |
Simon Hong | Cheil Worldwide | Executive Creative Director |
Hak Kyun Choi | Cheil Worldwide | Digital Creative Director |
Jaehun Huh | Cheil Worldwide | Digital Creative Director |
Sunhee Kang | Cheil Worldwide | Project Managing Director |
Seunghyun Kim | Cheil Worldwide | Art Director / Designer |
Subin Lee | Cheil Worldwide | Art Director / Designer |
Insoo Song | Cheil Worldwide | Art Director / Designer |
Soyeon Yoo | Cheil Worldwide | Art Director / Designer |
Seungtae Kim | Cheil Worldwide | Art Director / Designer |
Heeyoung Lee | Cheil Worldwide | Art Director / Designer |
Sehee Kim | Cheil Worldwide | Account Director |
Tae Kyung Kim | Cheil Worldwide | Account Director |
Wooseok Ko | Cheil Worldwide | Account Executive |
Sejung Kim | Cheil Worldwide | Account Executive |
Neo Chung | Cheil UK | Account Director |
KC Lee | Cheil UK | Account Manager |
Graham Gibson | Cheil UK | Account Manager |
Charlie Na | Cheil UK | Production Manager |
Creating a unique retail experience in the hottest up-and-coming area of London’s dynamic core, Coal Drops Yard at King’s Cross. Rather than making yet another retail store, our challenge was to showcase Samsung’s innovation and brand DNA in the most relevant, authentic, and inspiring way possible.
"Un-retail the retail. Brick and mortar are fading, but people still crave great experiences. We embraced the needs for a new type of gathering points, offering a contemporary space inspiring digital culture without a sales pitch, creating a new destination for Londoners and people from around the world."
"The venue is unique, from its historical design to thoughtful fit-out and we reimagined the Victorian engineering interwoven with Samsung technology, carefully maintaining the heritage and creating an open and modern space fusing London Loft with Samsung design. To this, we added a unique digital culture that speaks to London’s layers of history, art, music, fashion, and design. ‘Galaxy Graffiti’ for instance, used a digitalized spray can using Galaxy mobile phone helped to break down negative vandalism stereotypes and transformed it into a new enjoyable act of art and self-expression."
We aimed to promote the brand DNA for innovation and human-oriented technology rather than the product itself. Visitors who knew Samsung mainly with mobile devices and home appliances were pleasantly surprised and moved with what the brand can offer in many aspects of life. People who were not familiar with Samsung found the whole new exciting world. Visitors ended up staying longer than any other Samsung retail stores around the world and had better experiences.