| Title | SAMSUNGKX |
| Brand | SAMSUNG ELECTRONICS |
| Product / Service | SAMSUNG ELECTRONICS |
| Category | D02. Point of Sales, Consumer Touchpoints & In-store Collateral |
| 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 |
| Jaehun Huh | Cheil Worldwide | Digital Creative Director |
| Jungmin Ma | Cheil Worldwide | Creative Director |
| Hak Kyun Choi | Cheil Worldwide | Digital Creative Director |
| Sunhee Kang | Cheil Worldwide | Project Managing Director |
| Hyun Young Doo | Cheil Worldwide | Project Manager |
| Kyongsub Do | Cheil Worldwide | Senior Art Director |
| Heejin Jung | Cheil Worldwide | Senior Art Director |
| Minsu Kim | Cheil Worldwide | Content Planner |
| Soyeon Kim | Cheil Worldwide | Content Manager |
| Soyeon Yoo | Cheil Worldwide | Art Director / Designer |
| Seungtae Kim | Cheil Worldwide | Art Director / Designer |
| Seunghyun Kim | Cheil Worldwide | Art Director / Designer |
| Heeyoung Lee | Cheil Worldwide | Art Director / Designer |
| Subin Lee | Cheil Worldwide | Art Director / Designer |
| Insoo Song | 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 |
The spec card was designed for Samsung KX, a retail destination at King’s Cross, London. The key insight for the spec card is to reduce wastage when updating price information without looking like temporary fixes and paste-ons. Previously there are two options. Option 1 is to reproduce entire spec card to ensure clarity of information passed on to consumers with professional appearance. Or option 2, is to apply stickers or paper prints with unsightly results. When considering 100 products and with weekly updates above two methods can lead to huge inconvenience and wastage of operational resources. The solution was therefore to design system that the price information can be updated without delays and with professional finish and appearance.
Spec card are updated with latest information everyday with 100 products in the store. There are various systems including on-screen information displays to printed paper cards that lacks flexibility of placement without power or are prone to unsightly wear and tear. We have created a new design system that reduces wastage of resources and allowing ‘on-the-spot' price information updates without reproducing or reprint any parts of the system.
With development of kit-of-part system we have reduce wastage and complexity when applying to the store as well as reducing time spent off-site incurring additional delays and costs. The system consist of common acrylic resin base with information can be printed adhered to the back that can be refreshed when required. The base of resin panel consists of clip on track that allows the system to be vertically standing or wall mounted or laid on tables. The price information can be customized with ‘roller deck’ numbering system and slotted within the routed recess of the spec card.
With price information that can easily updatable on the spot without the need to reproduce or reprint has imparted to customer satisfaction and reinforce clarity of information being passed on to consumers. The system has expanded and adopted to various countries.