Time Warner Building, New York, NY

Thinkwell developed a brand experience for Samsung that immerses consumers within their corporate statement: Samsung Digitall. By creating three unique lifestyle environments – Live, Work and Play – we were able to showcase Samsung products and present them in context with real living, working and recreational activities and environments.

The centerpiece of the experience is the oval-shaped Samsung Showcase, a 360-degree digital video and multi-media presentation that can be converted to a corporate presentation room or conference space. Robotic video screens outside draw the attention of passersby, while holographic projections on the glass façade of the showcase create a constantly moving, ever-changing electronic “billboard” within the complex.

A “Digital Concierge” within the retail complex was designed to offer helpful suggestions and tips on how to connect to the complex’s pervasive wireless digital content.

The entire concept is highly interactive and easily updateable, allowing for new Samsung products and technologies to be integrated seamlessly into the lifestyle environments.