Samsung’s Flip & Fold Maze
SAMSUNG & TAYLOR HERRING
SAMSUNG’S FLIP & FOLD MAZE
Can you innovate a world class interactive brand experience for Samsung’s new Flip and Fold phones, to allow guests to experience the features of each?
THE ASK
Concept ◆ Creative Direction ◆ Fabrication ◆ Tour & Event Management
We were asked by Samsung UK and Taylor Herring to create an innovate retail experience to highlight the key features of their latest release of their foldable phones – the Samsung Galaxy Z Fold 3 and the Z Flip3.
Taking inspiration from the angles created by the revolutionary folding phones, we invented the Flip & Fold Maze… a world class interactive brand experience where tech, theatre, art, and retail meet. Comprised of flipped and folded panels, the space contained 8 distinct experience designed to demonstrate the key features of the two different products, with each experience designed to showcase functionality as well as put the phones in the hands of visitors.
As guests enter the maze they decided whether to “fold” or “flip”, with their choice deciding their experience. Those who chose “fold” were be able to experience the multi-tasking capabilities of the Fold3. Visitors could conjure their own audio-visual magic; fold themselves in our Hall of Digital Mirrors; and dive head first into our infinity head box, referencing the huge screen of the Fold3.
Those who chose “flip” could take advantage the Flip3’s “Selfie flex mode”, the maze providing different backdrops to create the visitors’ “perfect” selfie… from the International Space Station to the Seoul sky line.
The conclusion of the maze was the world’s smallest Samsung store, where visitors could get hands on with the phones. The maze toured the UK, including stops at Westfield Stratford, Westfield White City, and in Manchester’s Trafford Centre. Reaching over 12,000 visitors across all locations, with 44% of visitors saying they’d buy a product having been through the experience.
The design and build of the maze was extremely complex. Featuring 8 separate interactions, in a modular build that was designed to not only tour but adjust size based on the size of the space at each location.
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