Client: Samsung
Experiential Design, Brand Activation
In partnership with Melbourne Fashion Festival, Samsung launched their Galaxy S22 Series and its latest feature, 'Nightography', the best night mode feature on the market. To celebrate, Samsung engaged with Traffik to create a unique 10m x 10m build that would disrupt and entice festival patrons to trial out their latest device in almost complete darkness.
Presenting 'Samsung Walk the Night', a striking vision of UV colour and graffiti art from the outside, but inside, a very different experience awaits. Each guest is invited to get hands-on with a new Galaxy S22 as they explore a tunnelled journey of interconnected spaces in almost complete darkness, no matter the time of day.
In my role as Art Director, we created dreamy underwater settings, pulsating lighting displays, ambient soundscapes and UV street art. Throughout the maze, guests participated in an interactive Runway featuring designs from the National Graduate Showcase to enchant and inspire content capture using the Nightography feature. An innovative and creative decision to put the product in hands, attracting festival goers and passersby at Federation Square to experience ‘Nightography’ for themselves and take their content curation to the next level.
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Conceptual Direction, Art Direction, Production Set Design and Design roll-out by Lauren Hernandez, at Traffik.