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Samsung Hybrid Facade
Brand Media Facade Content

IFA, held in Berlin, is the world's largest consumer electronics fair. Visitors come from all over the world, and many of them are families. We wanted to show Samsung's technology and vision on the media facade at the entrance to the IFA Samsung Zone. The space below the main facade consists of a Showcase where actual products are displayed. The space above was created as a Storycase space to introduce SmartThings scenarios created by products, creating the world's first hybrid structure. The lower and upper spaces interacted with each other, allowing visitors to indirectly experience Samsung's vision in an immersive way.

Client / Manufacturer
Samsung Electronics
Gyeounggi-do, Suewon City, KR

Design
CHEILworldwide
Seoul, KR
Kyoungmin Koong, Siyeon Lee, Soojin Oh, Hyunju Kim, Heetaek Kong, Jiyoung Kim, Minhyuk Jang, Youngjin Oh
CHEIL Worldwide
Seoul, KR
Kangjin Lee, Chihoon Seung, Taeho No, Soyoun Yim, Byeongyeon Moon, Jihyun Park
Kate Production
Seoul, KR
Ieeseok Kim, Sewon Kim, Sang a Kim, Jeonghwa Kim, Woojong Kim


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