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CHALLENGE
Make busy Milanese passersby stop, linger and discover the latest in connected living, and how Samsung AI can make everyday life easier.
IDEA
We ditched the static showroom for a hybrid space of interconnected areas. Products aren't sorted by category but by function or moment of the day. Open spaces begin with a mega portal swinging wide onto the promenade, while eye-catching tech like the spatial monitor and content hubs pulls visitors in. To bring it all to life, there's a gaming corner and a live-stream studio where visitors can join sessions with influencers. It's a showroom, of course, but also a place to relax, study or host events, with extra services like smart repair on top.RESULTS
Visitors voted with their feet: they stopped by more often and stayed longer to discover the products and their functionality. B2B partners also leaned in, asking to host more events, even during Milan Design Week.
