New releases of Samsung’s innovative products are displayed in the storefront at eye level. This entices the passing public to enter the store and experience the new product range. However, the storefront with its impressive windows made it a challenge to get the attention of the busy public rushing by.

Our partner, marketing/retail agency Cheil, came up with the creative idea that delivers the impact to stop people in their tracks; a solution that moves at the same accelerating speed as the dynamic streams of people visiting this mall. To bridge the idea into the physical, our Tchai team helped sourcing the materials which translate both; light and speed… things that people associate with ‘innovation’ and which conform with Samsung’s brand identity.

The captivating concept we fitted in the store window, has flashing light tubes made of DMX LED lighting. Various moving animations can be set for this composition, complementing Samsung’s colour palette. The light installation covers the entire window section and merges with the massive LED wall above, where the light patterns are further amplified. This striking window animation is fitted with many triangular shapes...the shape that screams ‘attention!’ and directs the eye in the right direction; the new highlighted Samsung products on display. We have prepared the installation as a 'plug and play' at our own premises in Ridderkerk… ready to be fitted as window presentation as quickly as possible and to avoid opening hours.