How to stage a Galaxy?

With the spatial identity design at MWC 2017 we set out for an extended design exploration for the Samsung Galaxy. Enhancing the acclaimed concept of the brand’s appearance in the previous year, we achieved a monumental character of space by introducing a minimalistic, overhanging white ceiling element.

With its scale and character, it created a gesture of invitation for visitors to experience a variety of innovative Samsung products on display. Once inside the booth, the audience benefited from an easy-to-navigate zoning, made possible by the 3d grid structure and the black and white color scheme – allowing a focused product innovation experience.