Samsung, London

Samsung's new concept showroom at King’s Cross in London opened as a high-tech playground, offering guests the chance to experience the latest in Samsung technology. At the heart of the space is our massive 10-meter wide curved screen digital graffiti wall that allows visitors to create their own digital graffiti designs.

We were thrilled to collaborate with Cheil Worldwide and Samsung, using Galaxy S10 phones and a custom graffiti spray can phone case for painting. Guests could choose colors, select brushes, and share their creations instantly. To make the experience even more immersive, we incorporated motion capture cameras, tracking the phones in 3D space to replicate real graffiti shading.

We also worked with graffiti artist Fanakapan, integrating his 3D balloon art into environments inspired by London locations like King’s Cross station and Leake Street Tunnel. This interactive graffiti wall activation became a major draw, making it a must-visit part of the showroom.