An interactive installation created by Universal Everything, Zaha Hadid Architects and Samsung
Unconfined: the Galaxy S8 Design was an immersive, interactive installation that opened exclusively during Milan Design Week 2017. It was a collaboration between digital art and design studio Universal Everything, Zaha Hadid Architects and Samsung, inspired by the new Galaxy smartphone design.
Unconfined: The Galaxy S8 Design was a multi-sensory experience fusing sound, moving images, architectural forms and interactivity, created by Universal Everything and Zaha Hadid Architects for Samsung. The installation attracted 33,000 visitors who were among the first to interact with the Galaxy S8’s innovative features, using the device to create digital avatars. The temporary brand experience took the form of visitor-generated visual content, created with tools art-directed by Universal Everything, embedded onto structures by Zaha Hadid Architects. Visitors created digital forms in an app developed by Universal Everything that they ‘swiped’ off the smartphone and onto the architectural forms. They could then move through the space, spotting their creations amongst the flock, becoming part of the art installation. The objective was to express the smartphone’s features in a way never seen before, to ensure the Galaxy S8 would stand out in a crowded marketplace and make an impression on the international design community. It also aimed to demonstrate the power of Samsung products to enable people to change the world around them.
Building or project owner : iris Worldwide and Cheil Worldwide
Architecture : Zaha Hadid Architects
Project artist/ concept/ design/ planning : Matt Pyke and Mike Hughes (Creative Directors for Universal Everything)
Facade design : Zaha Hadid Architects
Facade construction : Setsquare Staging Ltd
Light design : Event Concept
Technical layout light : Bluman Associates
Display content/ visuals/ showreel : Universal Everything
Project co-ordination : Norra Abdul Rahim and Greg Povey (Producers for Universal Everything), Carl Martin (Production Manager)
Interaction design/ programming : Chris Mullany, Owen Hindley, Ponies & Light, Deathprods
Project sponsor/ support : Samsung
Facade type and geometry (structure) : Custom designed curved panels
Kind of light creation : Projection
Resolution and transmitting behaviour : HD
Pixel distance : HD
Urban situation : The installation was held in BASE Milano, an industrial building in Milan's design district.
Description of showreel : Visitors used the Samsung Galaxy S8 to create their own forms using an app art-directed by Universal Everything. They ‘swiped’ these digital forms off the smartphone and onto the architectural forms created by Zaha Hadid Architects. Visitors then moved through the space, spotting their creations amongst the flock, becoming part of the art installation in real-time.