The brief had three core objectives:

- To be seen as the dominant player in consumer electronics, challenge of BIG gestures working together with MICRO interactions.

- To draw more people into the diversity of technology, ensuring no technology or product is left behind.

- To ensure more people engage more deeply than ever before.

Create a narrative journey of five acts experienced sequentially by each guest as they explore and engage with the show on their own terms.

Act One: Bold and dramatic architecture announces 'Samsung' and draws our audience into the 'Journey of Discovery'.

Act Two: Immersive filmic content introduces the key characters, the lead products and technologies, and where they can be found.

Act Three: Highly rehearsed hosts and presentations draw the audience into each of the key stories found along the 'Discovery Avenue'.

Act Four: Hosts encourage us to take part in real, lively and interactive storytelling experiences.

Act Five: Comfortable in this generous storytelling environment we make our own connections, and draw others in.

The journey of bold and lively storytelling experiences elegantly ensured that our guests stayed for longer than ever before, and that their personal experience of Samsung's products and technologies was richer and deeper than ever before.

As a direct result of the show, 88% of participants say Samsung has boosted its profile in the tech world. - TrendingNow, January 2013

Samsung towered over the competitors at CES. - LA Times, 12th January 2013