Samsung Unfolded Park was an outdoor experiential activation created to bring the world of Galaxy foldables into a public space through play, interaction and discovery. The concept transformed product features and brand values into a large-scale experience designed to feel accessible, social and memorable.
YEAR
2025
ROLE
Art Director
SERVICES
Art Direction
Experience Design
Working alongside a copywriter, I developed the creative concept and overall art direction for the activation, from the central idea to the different experiences distributed throughout the park. The environment combined oversized product-inspired installations, interactive games, product discovery areas, family activities, yoga sessions and giveaways.
Rather than presenting technology as something to simply observe, the project invited people to physically interact with the Galaxy ecosystem. Each touchpoint translated innovation into something tangible and playful, turning the launch into a participatory brand experience in the middle of the city.
Samsung Unfolded Park was an outdoor experiential activation created to bring the world of Galaxy foldables into a public space through play, interaction and discovery. The concept transformed product features and brand values into a large-scale experience designed to feel accessible, social and memorable.
YEAR
2025
ROLE
Art Director
SERVICES
Art Direction
Experience Design
Working alongside a copywriter, I developed the creative concept and overall art direction for the activation, from the central idea to the different experiences distributed throughout the park. The environment combined oversized product-inspired installations, interactive games, product discovery areas, family activities, yoga sessions and giveaways.
Rather than presenting technology as something to simply observe, the project invited people to physically interact with the Galaxy ecosystem. Each touchpoint translated innovation into something tangible and playful, turning the launch into a participatory brand experience in the middle of the city.
Samsung Unfolded Park was an outdoor experiential activation created to bring the world of Galaxy foldables into a public space through play, interaction and discovery. The concept transformed product features and brand values into a large-scale experience designed to feel accessible, social and memorable.
YEAR
2025
ROLE
Art Director
SERVICES
Art Direction
Experience Design
Working alongside a copywriter, I developed the creative concept and overall art direction for the activation, from the central idea to the different experiences distributed throughout the park. The environment combined oversized product-inspired installations, interactive games, product discovery areas, family activities, yoga sessions and giveaways.
Rather than presenting technology as something to simply observe, the project invited people to physically interact with the Galaxy ecosystem. Each touchpoint translated innovation into something tangible and playful, turning the launch into a participatory brand experience in the middle of the city.