Cannes Lions



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Inspired by the massive success of the 4D chair-ride in 2016, Samsung’s next show-stopper was to transport to people to places they have never been before.

It wanted to create a ground-breaking, unique and unforgettable consumer engagement experience. Taking people on a journey to space was the answer.

Space Racing VR takes people on a hyper-speed spaceship ride through tunnels and warp gates, traveling through space, desert canyons and culminating in a breakneck space chase. To make this virtual experience as real as possible, Samsung specially designed the Space Racing simulator to replicate the motion of a spaceship racing through space.


The Space Racing 4D VR simulator is a 1.5-ton monster, with three motors and three axles that can lift, twist and rotate up to 1,000 kg in all directions.

The experience begins when an external operating device sends a cue to the simulator’s motors and server. Once activated, the server oversees and controls the simultaneous interplay among the video content, 4D motion data and the motion of the simulator.

Before the Space Racing simulator begins, the audience are buckled in to their seats wearing Gear VR. Then the axles start spinning and twisting, and the seats start vibrating and tumbling as the spaceship hurtles among asteroids.

During warp-speed, all the axles work together to create an accelerating, tunnel-like sensation, before finally, the spaceship docks back into the station, depositing the audience back in the “real” world.

Combining classic engineering with virtual reality, the Space Racing Simulator is at the forefront among VR simulators. The simulator was first open to public at CES 2017. Following the successful launch, it was introduced at MWC 2017 and installed at other sites to enhance everyone’s VR experience.


• Samsung Galaxy 4D VR studio was the most popular experience both in CES and MWC.

• Over 3000 people enjoyed Space Racing 4D VR ride and media such as CNN, Reuters, CNet, Forbes, CCTV and Wired covered the experience.

• Samsung solidified a leadership position in a VR industry/marketing.

• After the exhibitions, worldwide orders were placed for 4D VR simulators from Germany, Italy, Turkey, Malaysia, Japan, Thailand, Canada, US, and Korea.

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