Samsung

You might remember the EDNAEDNA team being suspiciously MIA throughout summer and we’re so insanely excited to finally reveal that we were busy working alongside the incredible teams at Cheil and INVNT on the Samsung Galaxy Unpacked 2022 event at Piccadilly Circus.

EDNAEDNA were invited on board to produce 2 of the rooms within the experience; more specifically, the Galaxy Creators Lounge spaces. With the help of our pals at Lavender Black, we set to work on transforming the spaces entirely; the rooms were complete blank canvases, requiring a top to toe makeover, working to a very specific brief (some of which we’ve included here so you can see how closely we managed to interpret the brief).

The Live Studio was transformed into a photography and PR interview space for the likes of Roman Kemp, Charlie XCX, Patricia Bright, Jamie Campbell Bower, Jorja Smith and Jungle. The brief here was to ensure the space looked adequately on brand (which of course meant a full purple makeover!), but simple and inviting enough to work for press shots and filming.

The CXP booth was a little more…challenging! We took inspiration from the BTS ‘Unfold Your World’ music video and the new Samsung Z Flip 4 handset and, quite literally, flipped the entire room upside-down! It proved to be quite an interesting logistical challenge but it was well worth the effort to see the amazing content coming out of that space. Across the event, this was definitely amongst the most popular for content creation, often seeing queues of people waiting their turn to grab a ‘flipped’ pic.

With footfall in excess of 2000 people daily over the course of 4 weeks, and plenty of press coverage to boot, the spaces were part of what can only be described as one of the largest scale activations Samsung have ever hosted in London!