ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

2020 ADC Awards - Experiential Design

Windows Into The Future

Agency Cheil Germany / Schwalbach am Taunus

Client Samsung Electronics Germany
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URL

Click to launch

Annual ID

ADC_EXP20_032M

About the Work

To celebrate the important 10th generation of the Samsung Galaxy S series, the retail launch of this flagship smartphone had to be as innovative and premium as the product itself. So, for the first time, the entirety of shop windows of Germany’s largest and internationally renowned luxury department store, the KaDeWe in Berlin, was exclusively given to one brand for a period of 4 weeks. By turning the windows into unique interactions between brand and customer Samsung let the audience experience the brand's innovations and the Galaxy S10 in an engaging new way. From optical illusions to mechanical machinations to kinetic projections each of the 4x4m sized windows featured a different innovation or technical feature of the Galaxy S series. The majority even allowed for direct interaction with passers-by, using sensors and technology originating in Galaxy smartphones and drawing people to the exclusive Galaxy pop-up store inside the KaDeWe.