Joana Vinheiro
ART DIRECTOR
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Innovating Evolution

An interactive brand experience in Germanys most famous department store.

During the IFA trade show in Berlin, Samsung staged a promotional campaign at the KaDeWe luxury department store. The 10 shopping windows followed the conceptional idea of “re-imagining human evolution by fusing past and present”. The key figure was a stylish Neanderthal man embodying the fusion of times. This was reflected in the ten shop windows aiming at “reinventing evolution” by fusing prehistoric times with interactive design in impressive art installations. 


Inside the store, visitors were invited to dive into a prehistoric underwater world: A huge kinetic sculpture floated above the visitors, giving you the impression of standing at the oceans’ ground. Curved TV were turned into digital aquariums with bioluminescent creatures swimming around, making this shopping trip an unforgettable experience.