WE WERE ASKED:

Drive broader awareness to Samsung’s distinct and innovative technology and ecosystem in the cultural center of NYC. 

WE TOOK ON:

Open a permanent non-retail, multi-floor flagship experience center in the heart of NYC’s Meatpacking District.
This was a global first for Samsung. GIANT STEP WERE IDENTIFIED BY CMO OF SAMSUNG USA TO BRING A FIRST OF ITS KIND EXPERIENCE
TO MARKET WITH A UNIQUE AND AUTHENTIC POSITIONING.

Roles and responsibilities included: 

  • branding and positioning of the space

  • communicating its purpose company wide

  • partnerships with companies like SmorgasbURG, Rag & Bone, Wanderlust

  • Curated a truly non retail experience by commissioning immersive and interactive installations and programming by partnering with local artists such as BLACK EGG and Guild  

  • Training staff in non traditional retail, Creating a non retail customer journey

  • DEVELOPED INNOVATIVE MUSIC, FOOD & SPORTS EVENT FORMATS TO DRIVE TRAFFIC TO 837

  • DEVELOPED VR CONTENT & SYNCHRONIZED VR EVENT EXPERIENCES, UTILIZING SAMSUNG TECHNOLOGY

WE ACHIEVED:

IN THE OPENING MONTH:

  • 1B+ earned impressions

  • 29MM impressions and 43.2 engagements on social channels

  • 38K+ device interactions in the first week

  • 950 MM PR impressions, from 523 total placements (highlights included Mashable, Fast Company and Entrepreneur)

  • Improved Brand Perception – with over 65% of visitors agreeing that Samsung is a lifestyle brand and “on the way up.”

  • 84% improved opinion of the Samsung brand after visiting the space

  • 99.6% visitors satisfied with their experience at the space

BEST DESIGN STORE OF THE YEAR 2017