BRANDED ENVIRONMENTS
Client: Samsung Experience

The Challenge:
To promote Samsung digital technologies.

The JGK Solution:
The 10,000-square-foot demo-only space is located in the Time Warner Center building in midtown Manhattan. The venue, dubbed Samsung Experience, uses interactive displays and virtual-reality experiences to highlight hundreds of products, including camcorders, MP3 players and advanced cell phones with video recording, high-resolution photography and gaming features that have not yet been introduced in the United States. Samsung will also conduct technology seminars, tutorials, product launches and other special events there.

Demonstrations include a virtual world in a 360-degree interactive simulation, rotating LCD screens, and a map of New York City that can be manipulated with hand gestures. In addition, a unique loaner program allows visitors to borrow hard disk-based camcorders, shoot footage around the city, and then return to the Experience to edit and burn their videos onto DVDs. Guests can also download ring tones to their cell phones, and use Samsung Napster MP3 players to download songs from Napster to CDs. The Samsung Experience, combines cutting edge technology (RFID), stylish design and creative content.

The display & exhibits were fabricated by The Taylor Group, Brampton, Ontario. The branded environment was designed by Imagination, NY,USA.

The Pay-Off:
“Samsung Experience is digital convergence in its purest form — where you can see, hear, touch and create the art of the possible,” said Dong Jin Oh, CEO of Samsung Electronics North America. “Our hope is that the venue will become a great educational resource, communicating the life-enhancing benefits of digital technology without the pressures of a sales environment.”

In extensive surveys, Samsung says, it has found that those who spend time in its experience store are far more likely to buy a Samsung product back at their local Best Buy or Circuit City. Indeed, 31 percent of those who visited the store and within a year bought a high-definition television set chose a Samsung, said Paul Kim, senior manager of North American marketing at the company.