South Korea

2018 Olympic Winter Games

Samsung Galaxy Showcase

The “Craftsmanship” installation is a series of kinetic experiences that capture Samsung's advanced engineering and manufacturing processes.



A wunderkammer of product design, organized thematically by technology, form, and finish.

Unbox Samsung is an illuminated living archive that houses a physical display of Samsung’s 40-year history of mobile innovation, design and craftsmanship. Product displays, an open auditorium, and a café provide a central hub to connect and explore the Galaxy 8 products and contemporary programming around emergent creative culture.

The showcase articulates the company’s legacy through hands-on product displays, public programming and amenities as well as new screen-based experiences in VR, camera and social media. Unbox Samsung is an illuminated living archive that houses a physical display of Samsung’s 40-year history of mobile innovation, design and craftsmanship. Product displays, an open auditorium, and a café provide a central hub to connect and explore the Galaxy 8 products and contemporary programming around emergent creative culture. A field of glowing architectural follies house interactive experiences, from virtual-reality winter sport simulations to 4D camera activities, to encourage visitors to explore and imagine the future of mobile technology.

Designed at: 2x4
Samsung Showcase video—link