At the CES 2014 Samsung Booth, visitors discover the benefits of Samsung innovations through emotive experience and holistic storytelling. Visitors are guided into the booth through an impressive curved “Entrance Canyon” that celebrates the world’s first curved UHD TV. Along a central axis, the “Discovery Avenue”, visitors easily encounter the latest products within immersive zones called “Highlight Cubes”. Visitors experience the benefit of the product features first hand. They are encouraged to interact, play and nest within these zones. Compelling narratives and sensorial engagement create an emotive brand experience for the visitors while the carefully designed experiences increase dwell time within the booth.