To show how The Frame TV can change a living space into an art gallery with Art mode, we designed a space allowing people to intimately experience Art mode at IFA 2017.

The Frame TV is designed to show over 800 pieces from the Samsung art store and Samsung Collection when the TV is not in use. Because it shows pictures according to ambient light levels, each picture looks like a real piece of art on paper. In this way, the TV changes space from an ordinary room into an art gallery. Samsung calls this amazing feature Art mode.

With 3D projection mapping and 19 The Frame TVs, we took 3 world famous museums to IFA, turning the space into a virtual gallery with works from Prado Museum, Saatchi Gallery, and Lumas.

To make people feel as if they were at an actual gallery, we used projection mapping on the floor (7m x 15m) and the 3 walls surrounding them. Transition effects made the virtual gallery feel more immersive as works changed from one gallery to the next. 19 TVs displayed art pieces from the galleries to show how real the pictures appeared on The Frame TV.

The Frame Gallery allowed people to experience how The Frame TV improves lifestyle aesthetically, and it was one of the most visited places at IFA 2017.

People appreciated world famous art on each TV as works from the 3 galleries constantly changed. The ensemble of 19 TVs in this virtual gallery was a great success that effectively demonstrated the lifestyle benefits of Art mode.

The exhibition was recorded and made into a viral film, with the video also being used for retail, and the public response was tremendous, seeing 52,200 responses from the press and 22,300 responses over social media.

To prove that The Frame TV can change a living room into a beautiful art gallery, we made the world’s first virtual gallery at IFA. IFA is a leading showcase for the global technology industry, full of reporters and customers. As people were growing tired of typical industry exhibition in IFA, we made an immersive experience through the space. With media-façade show driven by 19 The Frame TVs and projection mapping, the space could deliver the strong message. Not only the aesthetic ambient of the product, but also the selling point was delivered through the show.

Our aim was to bring world famous museums to IFA while allowing attendees to experience The Frame Art mode.

We felt attendees and press at IFA have grown tired of boring industry exhibitions full of soulless, storyless products. We wanted to communicate our product to the public in a new and novel way.

Bearing this in mind, we delivered artwork from 3 museums to IFA, allowing people enjoy The Frame Art mode in the form of a virtual gallery.

At IFA 2017 in Berlin, we designed the world’s first virtual gallery using 3D projection mapping and 19 The Frame TVs to beautifully communicate our product’s aesthetic features.

The Frame is a completely new lifestyle TV from Samsung Electronics. It features a unique Art mode which showcases a wide selection of artwork when the TV is not in use, allowing anyone to easily turn an ordinary living room into an art gallery. Our campaign objective was to create a space where people could experience The Frame’s Art mode in a new way, and save them from the same old boring industry exhibitions.

We collaborated with 3 world famous museums, the Prado Museum, Saatchi Gallery and Lumas to create a virtual gallery using 3D projection mapping.