Samsung

Alongside Cheil and INVNT, the EDNAEDNA team produced 2 experience spaces within the Samsung Galaxy Unpacked 2022 event at Piccadilly Circus; the Galaxy Creators Lounge spaces. With the help of Lavender Black, we transformed the rooms entirely.

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 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!

On top of this, we were asked to build and install the stage and DJ booth upon which Charlie XCX and Jungle performed during the launch night party!

With footfall in excess of 3000 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!