A new generation of TV sets – the LED TV – is the theme of the Samsung trade-fair appearance. Eight huge “leaves” form a semi-circle space, embodying the ultra flat, lightweight, brilliance, and eco attributes. The sophisticated grouping around the entrance area lets the monument form into a large picture, which the visitor first perceives and experiences when entering the trade-fair hall. Unexpectedly, he finds himself in a huge dome with multimedia displays, where reality and illusion melt into one and the intensive interplay between light, color, and sound makes the visitor marvel. Inside, the monument is a moving three-dimensional stage for the Samsung brand; from the outside, it becomes a landmark to be seen from far and wide, a breathtaking beacon shining over the whole stand.

The experience through the eyes of the target: A simple idea, a breathtaking experience. The LED TVs are mounted flat with a slight bulge on the inner sides of the “leaves”. The leaves themselves don’t taper but are cut off by a mirrored ceiling mounted flat on top of them. A glass floor with light effects forms the counter-element. The vertical end of the semi-circle is formed by a wall, also completely mirrored, in which the entrances are set. The double mirroring by 180 degrees doubles the room in depth and height and pulls it optically upwards, thus creating the effect of a huge dome with brilliantly colorful, moving “windows”, bringing to mind stained-glass windows in a medieval cathedral. Illusion and reality melt into one. The changing lights and colors of the media displays reflect the attributes “color brilliance” and “motion sharpness” in a 360° spatial brand experience.

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