GALAXY GRAFFITI

Short List
TitleGALAXY GRAFFITI
BrandSAMSUNG ELECTRONICS
Product / ServiceSAMSUNG MOBILE
CategoryG05. Cultural Insight
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Idea Creation CHEIL WORLDWIDE Seoul, SOUTH KOREA
Media Placement CHEIL WORLDWIDE Seoul, SOUTH KOREA
PR CHEIL WORLDWIDE Seoul, SOUTH KOREA
Production TANGIBLE INTERACTION Vancouver, CANADA
Production 2 DESIGN MONSTER Paju-si, SOUTH KOREA
Additional Company SUUM PROJECT Seoul, SOUTH KOREA

Credits

Name Company Position
Jong-hee Yoo Cheil Worldwide Head of Brand Experience Creative Division
Simon Hong Cheil Worldwide Executive Creative Director
Jungmin Ma Cheil Worldwide Creative Director
Hak Kyun Choi Cheil Worldwide Creative Director
Sunhee Kang Cheil Worldwide Project Manager
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
JaeHun Heo Cheil Worldwide Creative Director
Seungtae Kim Cheil Worldwide Art Director
Seung Hyun Kim Cheil Worldwide Art Director
Su Bin Lee Cheil Worldwide Art Director
Tae Kyung Kim Cheil Worldwide Account Director
Sehee Kim Cheil Worldwide Account Executive
Wooseok Ko Cheil Worldwide Account Executive
Alex Beim Tangible Interaction Creative Director
Karl Kim Tangible Interaction Content Lead Developer
Mark Olson Tangible Interaction Producer
Cristian Gonzalez Tangible Interaction Hardware Integration Lead Developer
Andrea Buttarini Tangible Interaction Lead Designer
Conrad Sly Tangible Interaction 3D Artist
Dekkar Densham Blacktrex Project Manager
Navdeep Hayer Blacktrex Motion capture tech support
Jiyoon Lee Suum Founder
Eunah Cho Suum Curator
Hyoseop Kim Suum Curator
FANAKAPAN FANAKAPAN Freelancer Local Graffiti Artist
Changhee Lee DesignMonster Production Designer

Why is this work relevant for Direct?

Samsung’s showcase at Kings Cross is motivated and designed upon habitat concept, that visitors can directly experience the lifestyle Samsung suggests with its technology and brand leadership. A 10 meter wide immersively curved LED screen in the store is a perfect media for advertising understandably, but we added the usage of this media by creating a life-size street scenes where users can paint easily like a real graffiti using our Galaxy Graffiti.

Background

Samsung launches their brand showcase in September 23rd at Kings Cross, Coal Drops Yard London, a very unique location which had been a hub of anything and everything for London in the 1800’s. In more recent times, CDY has been a renowned district in London for the city’s best DJs in the clubbing history. The Heatherwick Studio converted this 19th-century coal warehouses into a unique shape of city’s most famous shopping district. Our Objective is to create a brand new digital culture centered around this historic yet, iconic local’s favorite place via customers’ brand experience in Samsung store.

Describe the creative idea (30% of vote)

By looking closer at the local culture, we noticed London has a strong street culture all over the city. We took the best bits from that, especially graffiti, and wove it into Samsung’s cutting edge technology.

Describe the strategy (20% of vote)

We were able to create a brand new digital culture which enables anyone who visits Samsung’s showcase can become a street artist using Samsung’s mobile technology in the retail environment, freely from any vandalism issues.

Describe the execution (20% of vote)

Galaxy Graffiti integrated mobile experience for Samsung’s retail environment. Combination of motion capture technology and mobile sensors to create a realistic graffiti experience. 1. Integrated Design - Scene design :Digitalizing existing venues from London, the historic King’s Cross station and a graffiti tunnel from Leake Street into 10m wide LED screen - Local artist collaboration : Working with London based graffiti artist to reflect a local culture. - GUI design : Using intuitive GUI design, users are able to control the colour, thickness, opacity, and even drips for the painting with easy. 2. Tangible Experience - Blurring the lines between Galaxy Graffiti and the real one : Customized 3D printed phone case - Generating spray can sound: Shaking motion detection - Intuitive spraying with the iconic clinking sound : Physical nozzle button - Motion capture technology: Locating spraying movement - Real-time 3D rendering: Applying graffiti texture on real-time 3D animation

List the results (30% of vote)

Along with the active response from local costumers in London, Samsung launched Galaxy Graffiti for more stores globally; Jan. 2020, Samsung Valencia, (Spain), Oct. 2019, Galaxy Harajuku (Tokyo) Media Coverage : Digital Trends (US) “It’s fun, creative, and surprisingly realistic, without any anti-social or destructive side-effects.” Premier (UK) “Samsung KX puts a huge emphasis on local culture to provide an inspiration hub for those living in ” Evening Standard (UK) “Doors have only been open for five minutes and the graffiti wall already has Londoners queuing”

Please tell us about the cultural insight that inspired the work

By looking closely local culture, we noticed London has a strong street culture all over the city. We took the best bits from the local culture, especially graffiti and wove it into Samsung’s cutting edge technology. With this approach, we were able to create a brand new digital culture which allows everyone can be-come a street artist with Samsung’s mobile technology at the retail environment without any vandalism issues.

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