Access All Areas October 2019 - Page 19

OCTOBER | REVIEW “40 years of heritage and experience in the making” What is Samsung KX? How Samsung’s store is embracing events and culture Doors are now open at the Samsung KX ‘experience space’ in London’s Coal Drops Yard, a space that bills itself as an ‘inspiration hub’ for those living in or visiting the capital. Guests can discover a range of experiences, events and skill-sharing workshops curated in partnership with several local community groups including Central St Martin’s and University College London. These include film nights and gaming tournaments on a 10 metre- wide Samsung curved screen to cocktail masterclasses in the ‘connected kitchen’. Free interactive experiences include: • Digital Cockpit: The world’s first seamlessly connected driving experience that brings to life the future of automotive. Guests can explore revolutionary in-car features including; intelligence assistant Bixby that allows the driver to control the radio simply by saying phrases such as ‘play next song’, a memory system that alerts the driver when they are distracted or drowsy and smart home connectivity controls that enable the user to check inside their fridge or answer the doorbell directly from the front seat • Galaxy Graffiti: Embracing the capital’s passion for street art, guests can virtually make their mark on the 10metre-wide screen across a range of digital London backdrops and share their creations on social media as a memento of their visit • DJ Galaxy: For the aspiring musicians, this unique experience teaches guests to create, perform and record bespoke beats with the tap of a Samsung smartphone • AR Message Tree: Guests can leave AR notes under the ‘kissing point’ of the space for others to unfold • 3D ME & Collage Me: Those wanting to push the boundaries of self-expression can create and take away their very own free mini 3D figure or even turn a selfie into a unique, personalised collage to share on social media Y H Lee, Global CMO, Samsung Electronics says: “With Samsung KX, we are creating a brand new space for the local community, but we’re going about it in a unique way. This destination will be an incredible blend of local culture, face to face learning and innovation. We have redesigned our brand experience spaces to give consumers what they want – more dynamic, flexible locations where exploration is endless, and Samsung KX is a place where infinite possibilities are made real.” interference with the overall effect. Star Live also provided the engineered substructure to ensure stability onsite and the 10ft tech cabin that was designed to sit behind the vertical stage, house all the lighting and screen tech and not affect the overall effect. All of this was tested and built at Star Live’s base in Bedford prior to the event; multiple surveys and onsite recces were undertaken to ascertain access and site limitations (access and build times were limited to a one and a half hour window of 8am-930am) to ensure a seamless and timely install. Henry Scotland creative director at Iris says: “We wanted to launch Samsung KX with an outdoor show in line with our commitment to innovation in culture. The 9:16 format will be a gift for a fan’s Snap and Insta stories and should stimulate some debate around live music staging conventions for a Gen Z audience.” All the attention to detail and planning was rewarded with a seamless project delivery and the event was a huge success. Truly delivering a launch worthy of Samsung’s flagship store. David Walley of Star Live adds: “We were delighted to be part of the amazing Samsung KX launch at Coal Drops Yard. Seeing the teams pull together for a true ‘brand experience’ and Star Live deliver such an innovate product made me very proud. Star Live as a brand may only be a few weeks old, but the heritage and experience that enables us to partner on projects like this is 40 years of heritage and experience in the making.” 19