During IFA we melted two steps of evolution in Europe’s luxury department KaDeWe: Today’s innovative technology staged in a prehistoric surrounding. By dressing up a primitive man with high fashion and equip him with the latest Samsung devices. We focussed design, sculptural art and premium materials and combined with high-tech. To stress the design even more, an innovative live auction of the artificial design pieces and sculptures especially designed for the shopping windows finished the campaign.

Each window combined the design of Samsung with an aspect of evolution like the new 360° sound globe staged as the eggs of prehistoric birds. People experienced the interactive design by being followed by a giant dinosaur-eye, swiping fishes into the mouth of an alligator by moving hands. They could join the first live auction by scanning the QR-code and biding for favourite design items. Besides the windows, we developed a blow-up visual like a fashion photo of a primitive man. The in-store exhibition was premium in terms of materials, colours and atmosphere. Special design effect was an arctic skate built out of tablets moving his wings. During daytime, the window installations attracted people’s interest, during night, the whole KaDeWe became a different design object by light effects and sound: like a museum walk through Berlin and like entering into a different world.

The entire buzz formed around our windows soon became the talk of town. The campaign brought 1,4 million visitors in 4 weeks, 2,3 million contacts on Facebook, reached 5,5 million people on TV, 2,2 millions via press and the live auction collected 143.000 euro donation money for charitable organizations like WWF, BUND, Senckenberg Museum, Städel Art School, Berlin public museums. The campaign staged the design competence of Samsung. Another result is the cooperation between Samsung brand and the fashion icon KaDeWe. This year was the second year of cooperation, the KaDeWe sees Samsung as preferred technology presenter that fits perfectly to the image of luxury and high-end lifestyle. This partnership will go on. This is another proof that the campaign works perfectly for the target groups.