Cannes Lions

Samsung KX

CHEIL WORLDWIDE , Seoul / SAMSUNG / 2020

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Overview

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Credits

Overview

Background

Samsung wanted to build a brand showcase at London’s Coal Drops Yard, an area steeped in history and brimming with new culture and vitality. Rather than make yet another retail store, our challenge was to showcase Samsung’s innovation and brand DNA in the most relevant, authentic and inspiring way possible, creating a new destination for Londoners and people from around the world.

Idea

Our challenge: create something unique in the hottest up-and-coming area of London’s dynamic core. A new retail space raising the entire area’s profile. Our solution? Un-retail the retail. Brick and mortar is fading, but people still crave great experiences. We embraced that need for a new type of gathering point, offering a contemporary space to inspire digital culture without a sales pitch.

Strategy

Kings Cross, once just a transportation hub, is becoming a creative district with design schools and lots of creative companies. To target and contribute these local communities with creative minds, Samsung KX is designed to reflect local culture. It offers memorable brand experiences and create digital culture.

Samsung KX lets people create, socialize, and express their passions freely through culture and art. The venue is unique, from its heritage design to thoughtful fit-out, and creative programing.

Execution

We reimagined the Victorian engineering, carefully maintaining heritage to create an open and modern space fusing London Loft with Samsung design and Connected Living technology. To this we added a unique digital culture that speaks to London’s layers of history, art, music, fashion and design.The Origins Project creates a new digital culture in collaboration with local artists. Our first, Galaxy Graffiti, used Galaxy devices in specially designed spray can cases, breaking down negative stereotypes by digitizing the artform indoors and making it accessible. Origins evolves with different artists and within the flexible space, encouraging visitors to stay longer and return.

Outcome

Having more than a thousand visitors everyday, Samsung KX is a new landmark where people are free to visit without having to make a purchase.

Guests can attend events and workshops organized by local educational institutions, experience the latest technology first-hand and connect with visitors from all over the world.

Samsung defies barriers in their retail environment, creating a gathering space to connect technology with culture. encouraging consumers to be more creative and collaborative. Samsung KX will continuously evolve with Samsung’s continuing innovation and London’s rich culture.

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