Samsung Event: The Future Belongs to Those Who Dare to Create It.
About the Project
The “Paradigm Dimensions” event was designed as a groundbreaking, immersive experience, showcasing the revolutionary features of the new Samsung Galaxy S25 series. Instead of a traditional product launch, guests embarked on a multi-sensory journey through three interactive dimensions, allowing them to test its cutting-edge AI features firsthand.
The event culminated in the Paradigm Universe, the third dimension where guests celebrated their AI-driven creations, reinforcing the transformative power of Samsung’s technology.
A key objective of this event was to shift Samsung’s brand perception towards Gen Z, ensuring that the experience resonated with younger, tech-savvy consumers in a way that felt fresh, engaging, and highly shareable.
Challenge
- While Samsung is known for innovation, the challenge was to position the brand as exciting, creative and deeply connected to Gen Z values.
- The event had to move beyond a typical product launch and create an experience-driven concept that aligned with Gen Z’s lifestyle, love for personalization, and demand for immersive digital content.
- The event required seamless integration of interactive AI experiences, immersive installations and live demonstrations, within the available venue and resources.
- Organizing such a large-scale, experience-driven event in a short period demanded efficient planning, coordination and execution.
- Printing 40 high-quality AI-generated portraits on-site within two hours while managing guest flow was a logistical challenge.
- Samsung is known for pushing creative boundaries, and expectations were high. The challenge was to surprise and impress both the media and attendees with an event format unlike any before.
Approach
- Guests were assigned to three groups, each exploring the dimensions in a different order.
- The event experience was highly interactive and shareable, ensuring each guest engaged with AI-powered storytelling, hands-on demos and creative activities.
- The visual identity and content format were designed to feel bold, dynamic and visually compelling,
- At registration, guests took AI-enhanced portraits that were transformed into artistic styles using Galaxy AI. These portraits were printed in real-time and showcased in the final Paradigm Universe exhibition, where guests collected them as personalized keepsakes.
- 20 journalists were invited on stage to test the latest Samsung Galaxy S25 series live, ensuring real-time, unfiltered impressions of its AI features. This hands-on demonstration created immediate buzz in the media and social media, reinforcing Samsung’s reputation for cutting-edge, AI-driven innovation.
Results
- The event received extraordinary media coverage, with multiple outlets highlighting that they had never seen anything like it before.
- Samsung was praised for its creativity and technological innovation, and the agency was recognized for flawless execution.
- The shift towards experiential, Gen Z-friendly branding was well-received by both the media and younger audiences, setting a new benchmark for Samsung’s engagement strategy.
- Despite logistical challenges, 40 AI-processed portraits were printed live in under two hours, creating excitement and engagement among guests.
- Guests actively participated in AI-powered storytelling, gaming experiences, and creative showcases, ensuring deep brand engagement.
The event reinforced the message that Galaxy AI isn’t just about tech—it’s about empowering people to see, play and create differently.
Agency for Integrated Communications that brings together decades of experience, deep industry knowledge and a passion for helping businesses grow.
