Samsung Newfound Equilibrium

Exhibit at The Fuorisalone MDW2024

SAMSUNG + CHEIL reached out to us again, this time not to create amazing visuals for their products but to invite us to be The Digital Creators of their Exhibit during the 2024 Milan Design Week. You read that right: a whole Art Installation! And not a tiny one, to be honest!

Contemplative, Meaningful, Dream-like Experiences

In this exhibition we explored the co-existence between humans and technology. A mesmerising, satisfying audiovisual experience that invites audiences to discover a digital realm around the creative process. A take on how our thoughts and ideas can be tangibly interpreted and how humans dream to create together for a better future.

Designing for an immersive experience.

This project required us to approach things differently than when working on a TV campaign or some thumb-stopping social content.

Exhibits are another beast. LED screens that need to be in sync, projection mapping, HUGE physical spaces, immersive multichannel audio, and huge screens reflecting on mirror-like floors and ceilings.

Elements such as rhythm, size, level of detail, pace, the cadence of movement… They all need to be re-thought having The Audience and their experience at their core.

Do not be afraid of being slow. Understanding The Audience is there to create and experience a relationship with not only the visuals but the sound, the space, and the installation as a whole.

Innovative Room

Innovative is the second space , where starting from the essential it is possible to discover what the future holds for us. Here technological innovation acts as an enabler to explore new potential ideas. With motion caption, the exhibit detects our movements, technology responds as if it anticipates us, revealing the visuals and let us dive into a deeply-satisfying, contemplative experience.

Harmonious Room

Harmonious plays with the combination of technology and human experience as complementary. In this space , the images through the window become organic shapes to reveal a new world. There is a sense of synergy – everything works in unison. This space is designed to represent the search for a future that is inclusive and capable of stopping for a moment to contemplate this thought of a newfound equilibrium, where humans and technology collaborate.

Infinite Dream Room

The final scene, Infinite Dream, is the pinnacle where the impossible and the possible come together. Humans find themselves completely immersed in a world of familiar elements and also elements of fantasy.

This perfect balance of everything essential, innovative and harmonious is the interpretation of Samsung’s design philosophy. Depicting a world of infinite dreams and coexistence, you can now perceive the greater purpose of this symbiotic relationship, where progress focuses on creating meaningful value.

RND Exploration

One thing is to create Art for ourselves, the other is to align our artistry to a brand. Real life, love, travelling, and experiences undeniably nourish us as creatives, but the inspiration for each project can vary. The most crucial task is to identify what truly feels necessary and tailored for each single project we produce.

From the very beginning, we were able to envision the dream-like atmosphere that Samsung aimed to capture and showcase for the future. This vision was a starting point that required refinement and development.

To enhance this foundational value and expand the possibilities of materials, lighting, type of scenarios, and textures on elements for an immersive scenery, we conducted an extensive initial research, helping to deepen the project’s impact and effectiveness.

About the one and only Fuorisalone

The Fuorisalone defines Milano Design Week, the most important time of the year for Milan and the world reference point for the design industry. A strategic choice that improves the traditional marketing and communication activities of brands all around the world.

Curated
Team

A CLIM STUDIO PRODUCTION
DIRECTED BY – Clim

Creative Director – Clim
Executive Producer – Jack Alexandre
Client – Samsung + Cheil International

CHEIL South Korea
Global Creative Director – Yun Jang
Art Directors – Xiao Feng + Rosa Wang + Hee Jin
Producer – Kyum Hoi Koo

CLIM STUDIO
Director – Clim
Producer – Jack Alexandre
Concept Artist – Tonet Dura
CG Design – Federica Bertot + Pablo Schiavo + Jitin John + Everthon Estevan + Wendy Eduarte
CG Design & Animation – João Lucas + Witold Markiewicz + Federico Piccirillo + Marcus Bakke + SergioFuego Damonte + Steffen Knoesgaard
Editor & PostProduction – Berta Terrassa
Music & SFX – QB Sound
Physical – SILO lab