In 2019, the Samsung Galaxy S product family celebrated its 10th anniversary. The models have been very popular for a number of years and new versions are followed enthusiastically by technology fans – just like music stars and their concerts. The basic dramaturgic idea of the series of anniversary events referred precisely to this form of star cult and concert feeling. The agency upstairs sent the Galaxy S10, accompanied by the electropop duo Glasperlenspiel, on an exclusive club tour right across Germany.
The core element of the design was the model number 10. The digits were turned 45 degrees anticlockwise to give the impression of a hangul character and at the same time to create a reference to the origins of the company Samsung. All the communication materials, from the invitation and the landing page to the spatial design, featured a Black & Bold ceramic design. The entry tickets and the merchandise items typical of a concert, such as tour shirts and mugs, rounded off the event series and the underlying concept. Apart from the exclusive concerts in Frankfurt, Munich, Hamburg and Berlin, the invited guests were able to try out the brand-new Galaxy 10 and other models at leisure. Alongside this, there was also ample time for networking and Black & Bold burgers.