How do you convey the technological functions of a smartphone in a retail context? Samsung and the agency Cheil chose a way they had already chosen in 2014. A series of artistically staged shop window installations in the Kaufhaus des Westens (KaDeWe)in Berlin.
For the market launch of the Samsung Galaxy S10 and the anniversary of the model series in March 2019, the agency developed a new edition of the campaign “The Art of Innovation”. As in 2014 they cooperated with the KaDeWe and designed ten shop windows and a huge poster, that were shown for almost a month.
Under the title “The Art of Innovation 2.0” each installation showed a functional highlight of the smartphone. The partly kinetic, artful and interactive shop windows should call the people’s attention to the product as well as to the accompanying pop-up store. Last but not least, they should encourage social media posts.
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