WE WERE ASKED:

Drive broader awareness to Samsung’s distinct and innovative technology and ecosystem in the cultural center of NYC. 

WE TOOK ON:

Open a permanent non-retail, multi-floor flagship experience center in the heart of NYC’s Meatpacking District.
This was a global first for Samsung. GIANT STEP WERE IDENTIFIED BY CMO OF SAMSUNG USA TO BRING A FIRST OF ITS KIND EXPERIENCE
TO MARKET WITH A UNIQUE AND AUTHENTIC POSITIONING.

Roles and responsibilities included: 

• branding and positioning of the space

• communicating its purpose company wide

• partnerships with companies like SmorgasbURG, Rag & Bone, Wanderlust

• Curated a truly non retail experience by commissioning immersive and interactive installations and programming by partnering with local artists such as BLACK EGG and Guild  

• Training staff in non traditional retail, Creating a non retail customer journey

• DEVELOPED INNOVATIVE MUSIC, FOOD & SPORTS EVENT FORMATS TO DRIVE TRAFFIC TO 837

• DEVELOPED VR CONTENT & SYNCHRONIZED VR EVENT EXPERIENCES, UTILIZING SAMSUNG TECHNOLOGY

WE ACHIEVED:

IN THE OPENING MONTH:

• 1B+ earned impressions

• 29MM impressions and 43.2 engagements on social channels

• 38K+ device interactions in the first week

• 950 MM PR impressions, from 523 total placements (highlights included Mashable, Fast Company and Entrepreneur)

• Improved Brand Perception – with over 65% of visitors agreeing that Samsung is a lifestyle brand and “on the way up.”

• 84% improved opinion of the Samsung brand after visiting the space

• 99.6% visitors satisfied with their experience at the space

BEST DESIGN STORE OF THE YEAR 2017