Client company:
Samsung Electronics Germany
Organising company:
Cheil Germany

The Event

By amplifying the natural immersiveness of street art, Samsung let people discover and engage with colorful AR-worlds beyond traditional art, making them actual participants in the artwork.

The answer to the brief was: by enriching one of the most analog, yet immersive forms of art, through Samsung technology: street art.
Street Art interferes with its environment and engages with the audience. We amplified these inherent principles of the form and extended the original conceptual ideas of specific artworks with the help of completely new AR layers, changing the role of the audience from passive viewer to active participant.