Galaxy Unpacked
Client: Samsung Mobile & Cheil Worldwide
Brief: For the tenth anniversary of the Galaxy phone, Samsung Mobile and Cheil Worldwide hosted Unpacked to celebrate and introduce the next generation of mobile phones to the world. We were asked to design an experience that’s exceptional and immersive for both the in-person and livestream audiences. Bringing together dynamic content with powerful, cutting-edge show technology, the show introduced new technology that seamlessly transitioned to a product showcase where people could get hands-on experience with the newly released devices.
Role: Signage Lead, Associate Art Director
– Workflows & project mapping
– Environmental development & production
– Print & digital design
The prismatic quality of the Galaxy products inspired the visual identity—use of holographic elements and two custom stage scenic panels brought the concept to life. The black and white branding of the hallways lead guests to a colorful main stage that was emphasized by the kinetic lighting and screen visuals.
The stage buildout consisted of a custom 5-piece LED screen layout, including a main hero screen, upper canopy, lower floor and two radius screens. The 484 individually rigged kinetic globes were scripted and time-coded to high-impact show moments.
The livestream reached a global audience of 44 million as Samsung unveiled six new Galaxy products including the Galaxy Note, Buds, Fit, watch and tablet. Immediately following the keynote, 558 new Samsung Galaxy products were displayed for guests to interact with in the Product Experience and hallways. 
Agency EA


– Madeleine Bennett
– Jordan Lipshutz


– Rudy Arroyo
– Pawel Puchniewicz

Print Production
– Donna Panacchia
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