Samsung collaborates with paper engineer for Galaxy S9 launch installation
Samsung Electronics Australia has launched an installation in collaboration with master paper engineer Benja Harney following the launch of its flagship Galaxy S9 and S9+ smartphones.
The window installation at the Samsung flagship store on Sydney’s George St features a paper-constructed dandelion which measures 1.5 metres in diameter and features over 90 ‘seed pods’. Up to 300 pieces of paper were used to create the display in a process that took more than two weeks.
“The innovation and ambition Benja shows in his work made him the perfect partner to help us mark the launch of the Galaxy S9 and S9+,” said Samsung electronics director of IT mobile Garry McGregor.
“The chance to work on this project was something we jumped at, and I love that a technology company like Samsung was so willing to combine the digital and analogue worlds to create something special,” explained Harney. “Through that synergy we’ve been able to bring the humanity of what Samsung does into the window display itself.”
The partnership was instigated by Cheil, a marketing agency within the Samsung group.
“We knew that for both Samsung and Benja, close enough is never good enough. This seemed the perfect opportunity for these similarly aligned creative forces to come together and do something remarkable,” said Cheil creative director Stephen Anderson.
The dandelion collaboration will be on display at Samsung’s George St store in Sydney’s CBD until March 12.
Hi
I am wondering whether you know what other media Samsung is using to advertise the s9 in Australia? I am a masters student at UQ and my group is analysing their campaign but we are struggling to find information. We have seen it on TV and social media.
If you have any other ideas they would be greatly appreciated!
Thanks
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