Project type
Brand activation
Client
Samsung
Location
Pyeongchang, South Korea
Team
Cheil marketing
2x4 design lead
Tellart design partner
Chicago Scenic fabrication
Octo co-prototyping
INOSYS onsite AV partner
Alice& role
Creative production
Project title
Samsung
Craftsmanship
Craftsmanship is a kinetic installation that brings to life the story of Samsung’s meticulous phone manufacturing process through physical choreography using software, hardware, and robotics. It highlights three moments: sculpting metal, colouring, and coating, shaping glass.
Samsung's 3,000m² brand pavilion at the 2018 Olympic Winter Games
Phone bodies dip into a colouring bath
I was the creative producer for this project. My team at Tellart evolved 2x4’s initial concept, visited a Samsung factory in Vietnam, developed the detailed design, iterated prototypes, developed the custom 'story engine' technology. We collaborated with vendors on fabrication, and saw the project through installation and operation.
A robot arm demonstrates shaping glass
A milling machine sculpts a metal phone body
The exhibit contains:
1 industrial robot,
4 conveyor belts,
4 integrated CNC milling machines,
40 blank aluminium billets,
100 unfinished aluminium Galaxy bodies, 170+ custom-made 3D printed parts,
500+ curved glass Galaxy screens,
500 different structural and scenic parts, many hundreds of electronic components,
2000+ linear feet of structural aluminium, countless fasteners,
18M pixels across projectors and screens, all carefully arranged within a space about the size of a small shipping container.
The installation was later permanently installed at Galaxy Harajuku Samsung’s new flagship store in Tokyo, Japan, which opened for the 2020 Olympics.