ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, 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.

2023 ADC Awards - Architecture / Interior / Environmental Design


Agency Cheil Germany GmbH / Schwalbach + Studio Farbraum

Client Samsung Electronics Germany


Craft / Use of Technology

Annual ID


About the Work

Challenge: With a retail space at Germanys most luxurious department store, the KaDeWe, we needed to design a boutique-store that appealed to a target audience used to extremely high standards regarding retail shopping experiences. Execution: We created an almost magical environment where shoppers flawlessly move through the store, experiencing Samsung’s Ecosystem embedded in a luxury design language that matches the premium standard of our customers. Introducing Samsung Atmosphere: A place where lights follow you, drawers open when you approach them, translucent surfaces turn transparent unveiling their secrets and the whole space senses your presence. Thanks to integrated sensor-based technology, customers simply follow their flow and the store adjusts to their needs around them. Customer Experience The entire space consists of a concave curve that connects walls, floor and ceiling in order to convey the infinity of space. The store uses invisible technology that surrounds customers like an aura. All exhibition furniture is equipped with responsive lighting via a sensor system installed in the ceiling, which also enables responsive content to be played on to the products themselves. In this way, products and installations react to customers, taking them by surprise for instance as they find themselves being followed by a light or drawers open by magic as they walk by. The sensor system is also used to provide insights on customer flows and product interactions to constantly optimize the store. Design Language The room is built like a large infinity cove to make it appear spacious and wide. Bold rectangular shapes and soft rounded forms characterize our core design language. Everything in the store feels smooth and gentle and radiates premium technology. Tech set up The space is equipped with an 3D lidar sensor ceiling that creates a dot matrix layer to track each single movement in the space.

2023 Awards

Total Points: 3

Merit Honor



Cheil Germany GmbH / Schwalbach

Production Company

Studio Farbraum

Strategy Director

Jorge Perez Holder

Business Director

Karin Wunderlich

Business Lead

Fabian Förster

Creative Director Phygital

Michelle Condé

Creative Management/ECD

Arnab Biswas
Miriam Preissinger

Designer Phygital

Laurentz Polski

Head of Creative Technologies

Chris Pohl

Head of Interior Design

Malte Nowag

Production Lead

Christian Wimmer

Technical Project Management

Philipp Giezenaar

Technology & Analytics Manager Retail

Daniel Blitz

UX Director

Marco Heutink

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