Logo, experiential assets
I was tasked to create the logo and design AR markers for The Flock,
a new immersive AR retail wayfinding app making the invisible, visible. Samsung’s hub of innovation opened at the Samsung KX site in Coal Drops Yard, Kings Cross. The Flock allows visitors to the KX site to embark on a journey led by a flock of vibrantly coloured birds in augmented reality.
Samsung UK, KX Site
Adobe Suite /
The metaphor of a murmuration flock of birds was used to represent the seamless connections between Samsung products. KX’s newest residents work as one to guide visitors across the flagship store.
Choosing between three tours: ‘Epic Gaming’, ‘Seamless Entertainment’ or ‘Effortless Living’, the flock of birds virtually disperse, leading visitors around the space and encouraging them to get hands on with devices along the way.
Each journey highlights the benefits of how you can achieve more, save time and get the most out of what you love
Partnering with Unit9, the team achieved real-world tracking of over 500m of programmed pathways within a 900 square meter space. Visitors are guided over a walking distance of over 100m by a flock of 200 brightly coloured low-poly birds. Each one individually programmed through an intelligent flocking system that auto-adjusted to real-world physics, resulting in a near-to-life murmuration experience.