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.”
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