CHALLENGE:
Create a press-worthy reveal for the launch of 3 new flagship Samsung stores across the US and highlight their pivotal UNPACKED event.

IDEA:
Generate awareness and buzz through extensive programming and OOO marketing. These solves were a combination of traditional, digital and experiential executions. Unexpected, participatory store launches that engaged guests and created advocacy.

WE DELIVERED: 
Member Envy // Brand Presence + Visuals // Large Scale Sculpture // Brand Swag

On February 20th, 2019, Samsung not only announced the release date of its new phone (S10) but also the launch of their 3 new flagship stores in New York, Houston, and Los Angeles. We built anticipation for these store launches and unveiled in Samsung style… A kabuki drop reveal in Los Angeles and an actual “Unwrap” in Houston/New York where guests were asked to approach our hidden storefront and physically pull off the tarp and reveal the store itself.

To tease the Samsung UNPACKED event, we created structural portals across New York, Houston, and Los Angeles. Guests were given the chance to interact by stepping in proximity to the portal, activating an animated message about the event.

The portal itself is a multi layered, free-standing structure with LED lighting within the rings that were reactive to the messaging. Vertical large scale monitors displayed messaging on both the front and the back sides.