BACKGROUND 

Conviction rarely starts with a speech. At Samsung, the proof is clear: once products are in consumers’ hands, adoption is facilitated, particularly when experiencing the power and relevance of Galaxy AI. The real challenge is therefore not the product, but the first contact. How do you create the desire to step into Samsung when consumers do not naturally do so? And how do you locally activate a global brand, when most markets operate under HQ guidelines whose cultural and experiential resonance is primarily global? 

SOLUTION 

Cheil France designed a fully integrated experiential activation for Samsung France, conceived as a true driver of desire and discovery. At the heart of Galeries Lafayette, we imagined and produced an immersive pop-up built around the concept of “the dream factory” — a space where visitors could experience Galaxy AI in a tangible and intuitive way, far from traditional technical demos. The activation included:
- Concept, production and on-site animation of the pop-up
- A drive-to-store operation generating qualified traffic
- An event-led communication plan
- A digital activation amplifying the experience beyond the physical space
- An ecosystem designed to transform curiosity into experience, and experience into conviction. 

RESULTS 

- 6 weeks of presence at the heart of Galeries Lafayette
- 2,150 visitors per week on average
- 6.44 minutes of average dwell time at the pop-up
Extended engagement, real immersion and a tangible demonstration of Galaxy AI’s value for a broad and highly engaged audience.