TCHAI

Samsung  Galaxy Studio - pop up

client : samsung

Want to get your hands on the newly released Galaxy Note 8? Curious how wearable technology can transform your fitness regime? Or how about experiencing a snowstorm in 360 degrees? It’s all possible in the Samsung Galaxy Studio in Amsterdam, a temporary installation open to the public for the next three months.

Conceptualised by Samsung’s chosen advertising agency Cheil, this venue follows successful Galaxy Studio openings in cities such as Chicago, Madrid and Stockholm. With its location in Amsterdam’s Zuidoost district ideal for attracting a mix of shoppers, commuters and cinemagoers, as well as visitors to the Johan Cruijff Arena, directly opposite.

This prominent pop-up houses the latest offering of Samsung products in a fully interactive setting: “The Galaxy Studio’s short-term presence is what pushes us to create an experience that really gets people excited about the Samsung world of possibilities – from enjoying the latest in VR-entertainment to discovering how Samsung technology can make your life a whole lot easier,” explains Richard Roest, Shopper Marketing & Retail Operations Director at Cheil.

Having worked together on previous Samsung builds, Cheil partnered with Tchai for the studio’s rather speedy construction. However, there was one big difference: we’d never started a project without an actual building before!

With a project duration of only 3 weeks and nothing but a designated area of paving stones to work with, the predominantly glass structure – designed in the brand’s familiar black, white and blue – took us just 12 days to complete, pulling 16-hour shifts with a 30-strong team. (No wonder we nicknamed this project “The Monster Job”.)