How can technological functions and product innovations in retailing be presented as an experience? This was the question that Cheil was faced with for the product launch of the new Samsung Galaxy S10, the most important innovation pioneer of the brand. The aim was to incorporate the innovation history of the smartphone into the product launch as part of the anniversary, thereby not only looking back but also into the future. The idea in response to this was to use conventional display windows for a series of artistic and playful multimedia animations entitled “Windows into the Future”. These were designed to provide passers-by and customers with a fascinating and engaging experience of the functions and innovations.
KaDeWe in Berlin formed the expressive framework for this. The complete display window front was animated for a whole month with a single brand. The ten display windows of around 4×4 metres became independent and interactive multimedia surfaces, ranging from optical illusions to mechanical and electronic installations that the passers-by could trigger or guide themselves. This aroused their curiosity and drew their attention to the accompanying exclusive pop-up shop in KaDeWe. One of the challenges was to use the innovative technologies of the brand directly as far as possible whilst developing robust constructions. It was essential for the in some cases delicate kinetic, mechanical and electronic components to withstand the many interactions and comply with the strict safety requirements. Around 11,000 window interactions were recorded per day. According to the agency, sales of Galaxy smartphones in Berlin increased by 280 % compared to other German cities.