Revolutionizing Product Launch: Samsung's Experiential Marketing Strategy for Galaxy S8

The customer in this case study is Samsung, a multinational conglomerate headquartered in South Korea. Samsung is a global leader in technology, specializing in a wide range of products and services including consumer electronics, information technology, and shipbuilding. The company is best known for its production of electronic products, particularly its smartphones. In this case, Samsung was launching its new flagship smartphones, the Galaxy S8 and S8+, and wanted to create a global buzz around these products while also repositioning itself within the design elite.

Samsung was faced with the challenge of generating global excitement around the launch of its new flagship products, the Galaxy S8 and S8+. The company wanted to trigger a significant rethinking of Samsung within the design elite, aiming to make a significant impact in the design community. The challenge was to create a unique and memorable experience that would not only showcase the design philosophy of the Galaxy S8 but also position Samsung as a leader in design innovation. The company wanted to do more than just an exhibition or installation; it aimed to create an epicenter of excitement and enthusiasm for its focus on design at the Milan Design Week, a gathering of the brightest minds in the industry.

Samsung commissioned the globally renowned Zaha Hadid Architects and the world-class digital art and design collective, Universal Everything, to collaborate on an interactive installation. This installation, named 'Unconfined: The Galaxy S8 Design', was designed to bring to life the design philosophy of the Galaxy S8 in a stunning and credible way. Visitors were taken on a journey through a completely bespoke interior, triggering mesmerizing digital installations that showcased the story behind the perfect unity of design, technology, and experience of the Galaxy S8. In addition, Samsung partnered with Wallpaper* to create an exclusive Design Book that uncovered the Galaxy S8’s aesthetic innovation. This book offered readers an inside look into the Galaxy S8’s physical creation, including photos from Samsung’s factory in Vietnam and interviews with design and UX teams.

• The experiential marketing strategy adopted by Samsung for the launch of the Galaxy S8 and S8+ was a resounding success. The interactive installation created a unique and memorable experience for visitors, effectively showcasing the design philosophy of the new products. The collaboration with Zaha Hadid Architects and Universal Everything resulted in a stunning and credible representation of the unity of design, technology, and experience that the Galaxy S8 embodies. The exclusive Design Book, created in partnership with Wallpaper*, further enhanced the understanding of the Samsung design philosophy and the aesthetic innovation of the Galaxy S8. This strategy not only generated worldwide buzz around the new products but also positioned Samsung as a leader in design innovation.

• The immersive installation welcomed over 33,000 visitors during the week of Milan Design Week.
• The installation was shortlisted for one of the prestigious Milano Design Awards.