Samsung:
Flows
Thousands of objects suspended in time and looking toward the future
Year
2014
Location
Milan, Italy
Agency
Cheil Worldwide
Production Company
B-Reel
My Roles
Creative Director
Physical Designer
About
Every year Samsung hosts a space at Milan Design Week (Fuori Salone). For their 2014 exhibit we were invited by Cheil Worldwide to create an installation which celebrates the brand's dedication to design and innovation. We envisaged an exposed structure of intertwining Samsung products, lights, digital content and sound to represent a journey from the present into an artistic presentation of the future. This 21m long structure started with 'deconstruction. Five different products from Samsung's home appliances range expanded and suspended in time to reveal hidden design innovations within the familiar objects. Next, the various elements transitioned into a 23,000 pixel wide motion sequence displayed upon 21 HD screens of various sizes. The physical products dissolved into a virtual stream of uniform particles, a flow of consciousness - ‘Evolution’. This represented progression in technology, knowledge, and ideas and how Samsung combines these things to evolve and create solutions for tomorrow. The culmination of the installation brought attendees to the ‘future’. An expression of Samsung's ability to challenge limitations, experiment and shift perception of possibility with a playful human touch at its core. Attendees were invited to interact with the stream of consciousness and shape the streams with their hands via Leap Motion controllers. By waving their hands in front of the particle stream, images were revealed denoting the future of the brand.
