Objectives

Endorsing Germany´s most important event of contemporary art, The Art Berlin – how can a tech brand like SAMSUNG keep up with the biggest players of the scene?
 

How were the objectives met?

We are extending the Art Berlin across the city by creating a unique fusion of art and technology at a wide variety of touchpoints. We not only address tech-interested people, but also lifestyle-savvy people on a shopping tour and art enthusiasts. Our idea: Street art meets next level tech. To do this, we reinforce the principle of street art by digitally expanding the conceptual idea of the works of art through new levels of perception. The viewer changes from a passive recipient to an active participant. The visitors were served at various touchpoints all over Berlin: Boros Bunker, Bikini Berlin, Münzstraße, Berlin Mitte and different sightseeing spots, such as Brandenburger Tor. Art lovers experienced technology, tech enthusiasts immersed themselves in the fusion of art and technology through AR and VR on house facades, monuments and in pop-up galleries. Every visitor was able to interact with installations and created their own personal experience, customized for each target group.

Location: Schwalbach/Ts, Hessen, Germany

Submitter: Cheil Germany

Yes