Objectives

At the world's leading trade fair for consumer electronics, the IFA in Berlin, the SAMSUNG brand could not be missing. But in order not to limit their appearance to the trade fair stand only, SAMSUNG presented the exhibition “Berlin in a Box” in the popular Bikini Haus at Breitscheidplatz.
 

How were the objectives met?

At the center of this exhibition were photos and sound recordings by Berlin photographer Fabian Brennecke, whose motifs showed famous Berlin locations on SAMSUNG products. The various facets of Berlin were represented in several areas, making the popular metropolis tangible for visitors from unusual perspectives. Through integration of SAMSUNG products in a comprehensive photo and sound exhibition the visitor could rediscover the metropolis from surprising perspectives and through a spatial sound experience. In connection with the existing cafe on the ground floor of the Bikini Haus, other products such as home appliances, but also office solutions and their networking within the SAMSUNG world were presented. With an accompanying tour with the Berlin agency Kultour, the interested visitor could then visit the places shown in a vintage VW and experience their magic in real life.
The "Berlin in a Box" exhibition significantly increased the interest of end consumers for SAMSUNG products and also reached the target group who shied away from the IFA on their shopping tour in the Bikini Haus. The visitors were enthusiastic, they were now able to experience SAMSUNG products in a completely new context, which gave them surprising, new perspectives on "their" city and at the same time they could no longer experience SAMSUNG as a technology but also as a lifestyle brand.

Location: Schwalbach/Ts, Hessen, Germany

Submitter: Cheil Germany GmbH

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