Work
Galaxy S23 Dubai Mall ILP
Challenge
The Galaxy Unpacked event held in early 2023 gave Samsung fans a taste of the Galaxy S23's features. They simply couldn’t stop talking about it on social media platforms. But they were looking for more—to experience the features. The challenge for us was how we could deliver a powerful brand presence, excellent product presentation, and a memorable experience of connectivity together.
Thought process
The idea was to craft a memorable journey for our visitors to experience the Galaxy S23's features. This took the form of an experiential campaign that would not only allow visitors to know more about the phone and its seamless integration in the Galaxy ecosystem but also provide opportunities for them to interact, create shareable content, and participate in exciting competitions.
We created an amazing pop-up store at one of the busiest spots in Dubai Mall. Our team designed it in a way to serve many purposes. Visitors could just walk in to check out the latest Galaxy gadgets, get details about the products from Samsung representatives, or immerse themselves in the features of the Galaxy S23 in dedicated zones. The Nightography room had a "Seoul nighttime scenery" theme, allowing visitors to try out Night Selfie and Stable low-light photo and video recording. The photo booth highlighted its clarity in portrait mode, and the gaming zone showed off the device's speedy processor and clear graphics during gameplay.
