Samsung:
The Flock
Client: Samsung
Agency: Cheil
Industry: Technology and Digital advertising/Media
Services: Logo design, print and social collateral
Date: 2021
Role: Design Lead
Intro
Samsung were taking the hassle out of consumers lives, making every day tasks easier with their open ecosystem of connected devices. Although powerful, the valuable connections between devices were intangible to consumers.
To raise awareness around the power of connected devices and drive footfall into their London Flagship store, Samsung KX, the tech-giant challenged us to make these invisible connections visible.
Brief and Outcome
Create a logo of an immersive AR retail wayfinding app at Samsung KX, Coal Drops Yard. Using Samsungs brand, I developed the logo and designed AR markers guiding visitors via a flock of vibrantly coloured birds, making the invisible visible and shaping a playful, intuitive on-site journey for Samsung’s innovation hub.
Final logo
AR Markers
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.
Results
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Increased footfall into Samsung's London flagship store, KX
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Increased brand awareness