Samsung launches interactive TV art gallery pop-up

Samsung has created a pop up art gallery experience bringing together TV and art in an interactive display.

In a four week installation, Samsung launched its new TV ‘The Frame’ which also transforms into a piece of art. The television is designed to look like a piece of framed artwork and a television.

Created by Leo Burnett Sydney, the gallery experience involved characters, including a sergeant, alien, puppet and a roman empire princess, coming to life on ‘The Frame’ to discuss their art work and interact with each other in a comical display.

The space in Pitt Street Mall was designed to simulate a gallery experience where art and television come together.

Vince Lagana, executive creative director at Leo Burnett Sydney, said in a statement: “The Samsung Frame TV allows you to experience an incredible high-resolution screen when you’re watching TV, and elegant artwork when you’re not.”

The pop up gallery also included a Q&A session with The Block judge Neale Whitaker on the future of interior design.

Samsung’s AV director, Ludovic Simion, said: “The Frame brings new purpose to the television as it can complement any space, at all times, reflecting Samsung’s vision to integrate design and technology with purpose.”

  • Client: Samsung
  • TV/AV Marketing Lead: Gab Archer
  • Marketing Manager: Olga Tsompanidis
  • Program Manager: Adrian Kaleel
  • Agency: Leo Burnett Sydney
  • ECD’s: Vince Lagana and Grant McAloon
  • Creatives: Karen Ferry, Sarah Parris, Nigel Clarke, Adrian Ely
  • Head of Production: Adrian Jung
  • Senior Producer: Ronald Regis
  • Group Head: Bec Morton
  • Business Director: Kate Addis/Mich Werner
  • Senior Strategist: Bryan Wilmot
  • Director: Eden Diebel
  • Production Company: Prodigious
  • Executive Producer: Tim Pietranksi
  • Activation Company: Habitat Media
  • Managing Director: Antony Neeson
  • Senior Account Manager: Michael TramonteMedia: Starcom
    PR: Edleman

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