THE CHALLENGE

For the launch of the new QLED 8K TV, Samsung leveraged the Fuorisalone in Milan to task us with creating an installation that visually conveyed the product’s features.

We aimed to impress the end user with an amplified and profound visual experience. To achieve this, we highlighted details in images that would otherwise be lost, utilizing the powerful Quantum processor integrated with artificial intelligence systems.

THE EXPERIENCE
Inside the Smart Arena at the Samsung District, and in collaboration with Cheil Italia, we created a memorable installation. The objective was to astonish users by showcasing the features of the QLED 8K TV through a project designed to lead them to recognize the product’s innovative traits.

The idea was to immerse the viewer in the world of pixels by deconstructing and fragmenting images related to four unique locations in Milan. This approach allowed us to emphasize the richness, imagination, depth, and beauty of the colors.

The four selected locations were the Biblioteca Braidense, the Civic Aquarium, the Highline Galleria Vittorio Emanuele, and the Giardino District of Via Lincoln, which revealed their treasures to the spectators for the occasion.

The images were displayed on panels that users could walk through, with each step presenting the same image in increasing resolution. The final image, highly true to life, was projected by the QLED 8K TV at the end of each path.