The Frame. When it’s on, it’s a TV. When it’s off, it’s art. Samsung released a high-end concept TV in collaboration with high-profile Swiss designer, Yves Béhar. The collaboration reimagined what it means to have a screen in your home. Working with the experiential masters Fake Love, we reimagined the launch party.
Samsung licensed the rights to thousands of famous artworks. So the TV essentially comes with an art collection. The project was making waves in the design and art worlds. Samsung wanted that momentum carried over to influencer and sales channels.
At a Soho loft overlooking the city, we told the story of this new concept in three acts. Three experiences. In attendance were top sales and distributors as well as leading social influencers for design and tech.
Yves has earned his place as the the Eames of our time. He kicked off the event, introducing the audience to his concept.
We worked with three famous motion graphics artists to create work that bounced between Frame TVs throughout the space. Like an immersive art experience.
The art started coming off the screens and into the space. Through a combination of gobos, projection mapping and blacklights, the entire space — and the guests at the party — came alive as art.
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