Title	WINDOWS INTO THE FUTURE
Brand	SAMSUNG
Product/Service	SAMSUNG GALAXY S10
Category	D05. Retail Installation & Experience
Entrant	CHEIL GERMANY Frankfurt, GERMANY
Idea Creation	CHEIL GERMANY Frankfurt, GERMANY
Production	UNIT9 London, UNITED KINGDOM

Name	Company	Position
Joern Welle	Cheil Germany	Executive Creative Director
Miriam Preissinger	Cheil Germany	Creative Director
Arnab Biswas	Cheil Germany	Creative Director
Sonja Fritsch	Cheil Germany	Senior Art Director
Sabrina Lienig	Cheil Germany	Senior Art DIrector
Nicolau Attallah	Cheil Germany	Senior Art Director
Michael Ferstl	Cheil Germany	Junior Art Director
Olga Potempa	Cheil Germany	Senior Copywriter
Hanna Weller	Cheil Germany	Junior Copywriter
Moritz Gillrath	Cheil Germany	Agency Producer
Stefan Prilipp	Cheil Germany	Business Director
Christina Laukel	Cheil Germany	Senior Account Manager
Anna Mrass	Cheil Germany	Senior Marketing Manager
Annika von Nordheim	Cheil Germany	Marketing Manager
Michelle Condé	Cheil Germany	Creative Director
Ryun Kim	Cheil Germany	Space Designer
Meike Heintz	Cheil Germany	3D Designer
Matthias Merget	Cheil Germany	Editor
Chris Druecks	Cheil Germany	Senior Copywriter
Marcel Bourgeon	Cheil Germany	Senior Copywriter
Mustafa Karakas	Cheil Germany	Art Director
Wesley Yoon	Cheil Germany	Junior Art Director
Matthias Hofmann	Cheil Germany	Junior Copywriter
Trang Le Thu	Cheil Germany	Art Director
Christoph Fischer	Cheil Germany	Executive Technical Director

Background

The Galaxy S10 does not only represent the 10th generation of the Samsung Galaxy range but also embodies 10 years of technological innovations. To celebrate this important anniversary, the retail launch of Samsung’s flagship smartphone had to be as innovative and premium as the product itself, placing the focus on an experiential brand activation in an exclusive retail environment. With a running time of 7 weeks in total, the overall budget for production (and maintenance) was around 800.000k Euro with a media budget of 500.000 Euro.

Describe the creative idea (40% of vote)

The Galaxy S10 is Samsung's best selling premium smartphone with a broad customer base ranging from first movers to performance seekers. Being highly aware of current trends and products, all these target groups look for exceptional and emotional experiences in retail since they are already knowledgeable around their desired gadgets through online media. The idea: allow the audience a glimpse into the future of innovations past and present. By converting all shop windows of luxury department store KaDeWe in Berlin into playful and artistically inspired interactions between brand and customer, Samsung's innovations and brand new Galaxy S10 could be experienced in an engaging way, turning abstract features into easy to understand benefits.

Describe the execution (40% of vote)

From optical illusions to mechanical machinations to kinetic projections each of the 4x4m big windows featured a different innovation or technical feature. The majority even allowed for direct interaction with passers-by, using sensors and technology originating in Galaxy smartphones and drawing people to the exclusive Galaxy pop-up store inside the KaDeWe. With exhibits for ten large scale windows, each installation had to feel unique and engaging. Therefore, we used a wide variety of materials and designs including a huge installation of glowing staggered glass panels, interactive stroboscopic neon lights, kinetic paper butterflies, a mechanism creating constant rain, swinging ropes forming waves, a kaleidoscope of mirrors and custom-shaped monitors, a rainbow-colored Perpetuum mobile, or even 50.000 illuminated balls that completely filled one of the windows.

List the results (20% of vote)

• 1.4 M viewers on-site within just 4 weeks • 11 K daily interactions, which equals ca. 21% of people entering the KaDeWe per day • 2 M impressions on social media • 280% sales increase of Galaxy S10 in Berlin’s electronic stores (compared to other cities)