Cannes Lions

Samsung KX Spec-card

CHEIL WORLDWIDE , Seoul / SAMSUNG / 2020

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Overview

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Credits

Overview

Background

The spec card was designed for Samsung KX, a retail destination at King’s Cross, London. The key insight for the spec card is to reduce wastage when updating price information without looking like temporary fixes and paste-ons. Previously there are two options. Option 1 is to reproduce entire spec card to ensure clarity of information passed on to consumers with professional appearance. Or option 2, is to apply stickers or paper prints with unsightly results. When considering 100 products and with weekly updates above two methods can lead to huge inconvenience and wastage of operational resources. The solution was therefore to design system that the price information can be updated without delays and with professional finish and appearance.

Idea

Spec card are updated with latest information everyday with 100 products in the store. There are various systems including on-screen information displays to printed paper cards that lacks flexibility of placement without power or are prone to unsightly wear and tear. We have created a new design system that reduces wastage of resources and allowing ‘on-the-spot' price information updates without reproducing or reprint any parts of the system.

Execution

With development of kit-of-part system we have reduce wastage and complexity when applying to the store as well as reducing time spent off-site incurring additional delays and costs. The system consist of common acrylic resin base with information can be printed adhered to the back that can be refreshed when required. The base of resin panel consists of clip on track that allows the system to be vertically standing or wall mounted or laid on tables. The price information can be customized with ‘roller deck’ numbering system and slotted within the routed recess of the spec card.

Outcome

With price information that can easily updatable on the spot without the need to reproduce or reprint has imparted to customer satisfaction and reinforce clarity of information being passed on to consumers. The system has expanded and adopted to various countries.

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