| Title | RE:IMAGINE STREET ART |
| Brand | SAMSUNG |
| Product/Service | SAMSUNG MOBILE |
| Category |
B03. Experience Design: Multi-platform |
|
Entrant
|
CHEIL GERMANY Frankfurt, GERMANY
|
|
Idea Creation
|
CHEIL GERMANY Frankfurt, GERMANY
|
|
PR
|
CHEIL GERMANY Frankfurt, GERMANY
|
|
Production
|
CHEIL GERMANY Frankfurt, GERMANY
|
|
Production 2
|
LUX VON MORGEN Hamburg, GERMANY
|
|
Production 3
|
ARTIFICIAL ROME Berlin, GERMANY
|
|
Production 4
|
VR NERDS Hamburg, GERMANY
|
|
Additional Company
|
XI-DESIGN Berlin, GERMANY
|
Credits
| Roland Rudolf |
Cheil Germany |
Chief Creative Officer |
| Miriam Preissinger |
Cheil Germany |
Creative Director |
| Olga Potempa |
Cheil Germany |
Senior Copy Writer |
| Hanna Weller |
Cheil Germany |
Junior Copy Writer |
| Rafael Cavalcanti |
Cheil Germany |
Art Director |
| Johannes Becker |
Cheil Germany |
Art Director |
| Joana Vinheiro |
Cheil Germany |
Art Director |
| Trang le Thu |
Cheil Germany |
Junior Art Director |
| Michael Fluhr |
Cheil Germany |
Senior Designer |
| Christoph Fischer |
Cheil Germany |
Technical Director |
| Sebastian Staats |
Cheil Germany |
Technical Director |
| Christiane Rörig |
Cheil Germany |
Developer |
| Elmar Grunenberg |
Cheil Germany |
Developer |
| Marco Heutink |
Cheil Germany |
UX Director |
| Rosana Pomba |
Cheil Germany |
Junior UX Designer |
| Cindy Steigerwald |
Cheil Germany |
Producer |
| Matthias Merget |
Cheil Germany |
Film + Edit |
| Joshua Ulitzsch |
Cheil Germany |
Film + Edit |
| Hong Seuk Lim |
Cheil Germany |
Account Management |
| Anna Mrass |
Cheil Germany |
Marketing Manager |
| Annika von Nordheim |
Cheil Germany |
Marketing Manager |
| Christiane Lobenstein |
Cheil Germany |
Strategy Director |
| Meike Heintz |
Cheil Germany |
3D Design |
| Hyung-Min Cho |
Cheil Germany |
Motion Design |
| Deveroe Aurel Langston Reuter |
Cheil Germany |
Motion Design |
| Daniela Cordua |
Freelance |
Freelance |
Describe the creative idea
Samsung endorses the Art Berlin, a key event of contemporary art, and kept up with the biggest players of the scene by enriching one of the most analogue forms: street art.
Street Art interferes with its environment and engages with the consumer. Through technology we were able to amplify these principles and extend the conceptual ideas of artworks by adding an AR-layer. Thus, changing the visitor’s role from a passive consumer to an active participant. To make this fusion of art and technology accessible for everyone, we created touchpoints all over Berlin and turned the city into a gallery.
Describe the execution
By lifting street art to the next level, Samsung pushes the boundaries of what’s possible with technology. Through our brand experience, people could discover a colourful AR-world which went beyond classical artworks.
To build this world, we extended artworks of international artists through AR. A specially developed AR-app and Samsung devices were the bridges between the analogue and digital. Each artist designed a gallery, mural or monument in his own style, where visitors were then invited to break free from their passive role and actively participate instead. In one gallery, they could dive into a futuristic underwater world and even become a citizen of it. On a mural, a millennial was brought to life in AR, showing her as a social media queen. At the Brandenburger Tor you could interact with an AR-character. Each visitor got the chance to decide by himself how he perceives our artworks.