Every September in Berlin, many brands gather for IFA. Nearly 250,000 people visit during this short exhibition. Our goal was to make them feel more attached to Samsung among the countless brands.

Samsung’s various products have been re-designed as buildings in Digital Samsung Town, reflecting their respective features. Between the buildings, the avatars customized by visitors could travel and experience ‘Connected Living’. The friendly architectural design and avatar design that reflects one’s own face make visitors feel closer to the brand.

Samsung has dreamed of all the smart devices diving into our lives and making connections with others. To convey this vision, ‘Connected Living’, a digital community was established in a large media wall in the center of the exhibition hall. Visitors could become members of this town in real time and experience brand vision in more directly and friendly way.

We installed 12 Samsung smartphones in the center of the exhibition hall. Visitor could easily take a selfie and add additional accessaries to complete his/her own avatar, which was transmitted in real time to Samsung Town in the huge interactive media wall and displayed with other visitors’ avatars. It was also provided with a QR code so that it could be downloaded as a moving image (GIF file), functioning as a realistic content that visitors can upload to their personal SNS.

During a 6-day event, 14,381 visitors have experienced Samsung Town App. They could become members of this beloved town and experience brand vision in more directly and friendly way.