Background

"Located at Coal Drops Yard, King’s Cross, Samsung KX is a one-of-a-kind brand showcase nestled in the dynamism of London. Here, visitors can interact with Samsung innovations and discover their own creativity with digital tools. Samsung KX hosts fun collaborations with local artists and community, pioneering unique digital culture. Our challenge was to create an identity that will make Samsung KX stand out as a one-of-a-kind cultural destination, while working within the brand identity system of Samsung. "

Describe the creative idea (40% of vote)

"Combining K and X of King’s cross and drawing inspirations from its context and architecture,
We created a bold and iconic symbol that embodies the soul of Samsung KX. KX Monogram (‘X’) marks the spot for destination, signifying collaboration and something unknown. KX Monogram is designed to adapt and evolve as the dynamic experiences at Samsung KX. It acts as a graphic container for different creative expressions, especially collaboration with local artists. It also becomes colorful graphic elements within the space that make the overall experience as vibrant as London. "

Describe the execution (40% of vote)

"A versatile and adaptive symbol, KX Monogram is applied in multiple touch points within the space and communications. The center of Samsung KX, where the two Coal Drops meet, is marked with the iconic monogram,
symbolically connecting the history and future, technology and culture, and Samsung and London. KX Monogram is also applied on the bespoke fabric used in all seatings. Vibrant colors of the monogram and herringbone textile create a vibrant clash of rich heritage and contemporary culture of London. KX Monogram becomes an graphic canvas for creative events and collaborations with local artists. It has successfully been recreated and re-interpreted by Mr Doodle, Fanakapan and Philip Colbert so far. Never just a decorative element, its selective applications stay true to its meaning."

List the results (20% of vote)

"Brick and mortar is fading, but people still crave great experiences. We embraced that need for a new type of gathering point, offering a contemporary space to inspire digital culture without a sales pitch. Samsung KX lets people create, socialize, and express their passions freely through culture and art. The venue is unique, from its heritage design to thoughtful fit-out, and creative programing. KX monogram leaves strong impression to more than a thousand visitors everyday. Its vibrant and versatile application makes overall experience at Samsung KX more memorable and relevant, defining Samsung KX as one-of-a-kind cultural destinations. "