SAMSUNG GALAXY
POP-UP STUDIO

Curious how wearable technology can transform your fitness regime? Or how about experiencing a snowstorm in 360 degrees? It was all possible in the Samsung Galaxy Studio in Amsterdam, a temporary installation that was open to public for three months. It was located just outside the ArenA in Amsterdam.

Conceptualised by Samsung’s chosen advertising agency Cheil, this venue followed successfully on Galaxy Studio openings in cities such as Chicago, Madrid and Stockholm. The location in Amsterdam’s Zuidoost district was ideal for attracting a mix of shoppers, commuters and cinemagoers, as well as visitors to the Johan Cruijff ArenA. This prominent pop-up housed the latest offering of Samsung products in a fully interactive setting, Richard Roest, Shopper Marketing & Retail Operations Director at Cheil explains: ‘The Galaxy Studio’s short-term presence is what pushed 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.’

Having worked together on previous Samsung builds, Cheil partnered with Tchai for the studio’s 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’.)