Unconfined: the Galaxy S8 Design 2017, Italy, Milan

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.

http://universaleverything.com/projects/unconfined

https://www.digitalsignageconnection.com/immersive-experience-showcases-samsung-galaxy-features-at-milan-design-week

https://www.designboom.com/design/zaha-hadid-architects-samsung-unconfined-installation-milan-design-week-04-05-2017/

http://www.zaha-hadid.com/design/unconfined/

Details

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 Manag

Interaction design/ programming : Chris Mullany, Owen Hindley, Ponies & Light, Deathprods

Project sponsor/ support : Samsung

Descriptions

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.

Credits

James Medcraft

James Medcraft

James Medcraft

James Medcraft

James Medcraft