Client: Samsung and Afterpay Australian Fashion Week
Experiential Design, Brand Activation

Samsung, once again, came out as the principal sponsor of Afterpay Australian Fashion Week 2023. The brand took the opportunity to showcase its latest Samsung Galaxy Z FLIP device and aimed to create an eye-catching photo experience throughout the festival.

Introducing ‘Samsung x AAFW FLIP Studio’ - a 3m x 3m photo booth that puts the Galaxy Z FLIP in the spotlight. Compact in size, this immersive setting delivers big on-camera impact, encouraging visitors to try out the ultimate Samsung accessory and to - flip it, flex it, fold it, flaunt it and OWN your festival look.

As Art Director, my team and I created this innovative space, set within the renowned Carriageworks foyer. Drawing inspiration from the venue's distinctive archways and atmosphere, we combined Samsung's signature 'bora purple' colour with 3D geometric and surrealist elements, creating a Y2K aesthetic. This design allows festival-goers to 'flip their fits' and strike creative poses.

The FLIP Studio remained open daily throughout fashion week, attracting many visitors who eagerly immersed themselves in its interactive environment. Patrons could unleash their creativity, capture the ultimate selfie of the event, obtain an instant printout, and effortlessly receive their images via text for easy sharing on social media platforms.

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Conceptual Direction, Art Direction, Production Set Design and Design roll-out by Lauren Hernandez, at Traffik.