Cannes Lions

CENTERSTAGE

THE BARBARIAN GROUP, New York / SAMSUNG / 2015

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Overview

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Credits

Overview

Description

Centerstage is a promotional platform that facilitates new product intros and promotions via a cloud-based CMS. The CMS is essentially a built-in promotional tool, customizable with new product roll-outs and messaging.

Execution

We assembled a large team of specialists to make CenterStage a reality, including: creative directors, designers, Cinder engineers, back-end developers, interaction designers, animators and CG artists.

Relying heavily on research, sketches, and paper prototypes, the team was able to quickly iterate and test design ideas before taking them full-scale screen reviews. The final product was built in Cinder, which gave us the flexibility to pair real-time visual effects and animation with full-canvas pre-rendered CG effects. We used a curved wall housing for displays to improve peripheral visibility, and consolidated UI elements in a focused area, using large graphic elements on the canvas to attract shoppers.

One of the most stunning aspects of Centerstage is the presence of Samsung appliances at 1:1 scale in ultraHD (4k) – which is true to life size at the highest resolution possible.

The combination of ultraHD resolution and real-time visual effects allow us to deliver a true, plugged-in appliance experience for customers – something that would otherwise be impossible in an appliance showroom.

Outcome

With appliance purchases increasingly becoming a home decor decision, CenterStage’s easy swipe feature helps customers imagine full scale products in different home settings, product colors, and finishes. To date, CenterStage has had over 100,000 consumer interactions with 2 out of 3 shoppers reporting a desire for more expensive appliances, 88% of shoppers reporting a more entertaining experience, and 62% of them saying they would re-visit the store more often for experiences like this.

We have pilots in 5 countries at retailers including Lowe’s, Home Depot, and Best Buy, Dixons Retail (UK), Darty and Boulanger (France) and the Dubai Samsung flagship store, with projections for up to 2000 installations globally.

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