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.
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
Credits
Agency
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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