Samsung Next ClassroomX
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Client
Samsung Next
Year
2019
Agency
Role
Art Director and graphics lead for signage and digital.
THE TASK
Samsung NEXT, a newly formed investment collective, was looking to expand their brand awareness. They looked to Agency EA to partner with them and develop an eye-catching booth at Web Summit conference in Lisbon, Portugal. Samsung NEXT sought to facilitate several educational seminars in a classroom-style format, promote their podcast, as well as increase their social media awareness. With these goals in mind, our spatial and graphics team worked together to create an impactful experience within a limited trade show footprint.
THE DESIGN PROCESS
With Samsung NEXT being such a new initiative, there were limited resources available to pull from for brand inspiration. I worked collaboratively with our spatial team to emphasize the forward-moving motif initiated in the brand wordmark. The angles seen within the ‘X’ informed many of the regions framed around the booth. We wanted the booth to be approachable and transparent, allowing attendees to explore casually from all angles and truly understand what Samsung NEXT was offering.
THE RESULTS
From the layered peaks above the booth to the bold pops of Samsung blue against the clean white landscape, we were able to craft a sense of drama that surely lured passing attendees closer to discover the brand. Several classes offered at the booth were at full-capacity. Attendees could listen or be invited to partake in live podcasts being recorded in a sound booth, have private meetings in an enclosed room, and partake in a photo booth.
Final Thought
The content that came out of the full-capacity classroom sessions would live on in post-event promotions. Several press interviews took place within the footprint and a 30% jump in social engagement was documented. We set out to introduce the world to Samsung NEXT, and I think it’s safe to say we did that and then some.
SUPPORTING CREDITS
Creative Strategy/Direction
Rudy Arroyo
Graphic Design
Emma Tigerman
Spatial Design
Donovan Aranda