Location: Utrecht central station, the Netherlands.

Many of us are living life in the fast lane. In the Netherlands, there’s no place where this is more apparent than Utrecht Central Station. It was here that the Samsung S9 Experience Studio landed to tempt travellers to slow down for a moment. Quite literally.

Located in the centre of the Netherlands, roughly 240,000 travellers pass through the transportation hub each day. In another dynamic collaboration with Samsung’s advertisement agency Cheil, Tchai created an experience pop-up that would catch their attention, if just for a few moments. With a striking video wall passersby were enticed to stop and experience Samsung’s new flagship model and its most prominent features.The pop-up was open during the month of April 2018.

''...to tempt travellers to slow down for a moment.''

One of the new features of the phone is Super Slow-mo, which dramatically slows down time to make everyday moments look epic. In a photo booth visitors were invited to play around with this feature, making use of the available props. Showered with confetti, wrapped in a giant soap bubble or almost hit by a huge ‘cannonball’, they would film themselves in slow-motion. Via an app, their videos were streamed to a video wall, and simultaneously posted on Instagram. The person with the most likes was the lucky winner of a brand new smartphone.

''...visitors were invited to play around...''

  • Discipline
  • Brand space
  • Client
  • Samsung S9 experience studio

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