By turning multiple shop windows into playful and unique interactions between brand and customer we allowed the audience to experience Samung’s innovations and the Galaxy S10 in an engaging new way, turning abstract features into easy to understand benefits.

For the first time, the entirety of shop windows of Germany’s largest and internationally renowned luxury department store, the KaDeWe in Berlin, were exclusively given to one brand. From optical illusions to mechanical machinations to kinetic projections each of the 5x3m big windows featured a different innovation or technical feature. 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.