/a new concept store experience
//award
Recipient of a Bronze Pencil from The One Show 2020 Awards
Agency: Cheil Worldwide / Seoul + Tangible Interaction / Vancouver
Client: Samsung Electronics
Category: Experiential & Immersive, Immersive Spaces//story
london, UK
August 2019, Samsung opened a massive concept showroom at their expansive new King’s Cross location in London. Rather than a store, it’s a hi-tech playground where guests can experience the latest Samsung products and get a taste of how we might live in the future.
At the center of the space, an enormous 10-meter wide curved screen towers above, providing a giant canvas for people to create their own digital graffiti designs.
Tangible had previously created a large-scale graffiti wall (20 meters wide) for Panorama Music Festival in New York, and we were excited when Cheil Worldwide and Samsung engaged us to design a new digital graffiti experience using Galaxy S10 phones for painting.The idea was to develop a custom phone case resembling a graffiti spray can and an app that lets users choose their colour, select a brush and share their artwork right from an S10 provided in-store. To heighten the experience, we used motion capture cameras. The system tracks the phones in 3D space, recognizing and spraying the paint based on the angle and distance from the screen. We wanted to make the feel of the paint as close as possible to real graffiti shading.
Throughout the design process, we worked closely with Cheil Worldwide and also collaborated with renowned London-based graffiti artist Fanakapan, integrating some of his iconic 3D balloon artwork in our custom environments. Both of the London-inspired scenes — one based on the King Cross metro station and one on the Leake Street Tunnel — let guests paint in a 3D setting that looks convincingly realistic.
As soon as the showroom opens each day, a line up of people head to the wall, waiting to get their turn. One local artist is such a fan, he’s been showing up several times a week to paint.//more locations
harajuku, japan
valencia, spain
/artworks
/all
/architecture
/branded
/light
/museums
/music bands
/performance
/public art
/sound
super puff
noise
parasol
colouring app
helix
samsung graffiti
OH!
summit
bubbles
field
halo
hako
fireflies
winged
marshmallow…
shine with pride
alveoli
array
mini halo swarm
zygote stageset
anima
experience…
illuminate…
pulse
sound clouds
jelly swarm
cocoons
mist
seed of truce
picidae chorus
mikado
boxcam
imsound
line segments
imaginary friends
stalagmites
visitor
pixmob zygotes
voice it table
LED bottle wall
megaclouds
starburst
mo-cap graffiti…