Project Overview
Exposure Displays, in partnership with Cheil, delivered the Samsung Galaxy Studio Pavilion at Melbourne’s Federation Square. As part of the global Galaxy Studio program, this activation was Samsung’s largest ever in Australia at the time. The custom-built pavilion created an immersive space where visitors could explore Samsung’s Galaxy ecosystem through interactive experiences, product showcases, and cultural engagement.
Vision
Cheil engaged Exposure Displays to bring Samsung’s pavilion concept to life in one of Melbourne’s busiest public precincts. The activation aimed to:
- Deliver Samsung’s biggest Australian consumer activation to date.
- Provide an engaging, hands-on environment that showcased the Galaxy product family.
- Create an architectural statement that was both functional and iconic within Federation Square.
- Manage public safety, city regulations, and operational durability for a multi-week activation.
Delivery
- Pavilion Structure: Designed and built a large-scale, custom pavilion structure tailored for high visitor traffic.
- Immersive Zones: Integrated multiple experience areas where visitors could trial Samsung devices, explore VR/AR content, and interact with Galaxy wearables and mobile technology.
- Premium Finishes: Applied architectural detailing and premium materials to align the pavilion with Samsung’s global brand standards.
- Technical Integration: Installed interactive screens, immersive lighting, and live product demonstration zones.
- Compliance & Operations: Coordinated with Federation Square management and Melbourne authorities to meet all regulatory and safety requirements. Delivered the pavilion as a safe, durable, and accessible environment.
Impact
- Record Scale: Delivered Samsung’s largest activation in Australia to date, setting a new benchmark for the brand’s experiential marketing in the region.
- Public Engagement: Attracted and engaged thousands of daily visitors, reinforcing Samsung’s connection to Australian consumers.
- Brand Leadership: Positioned Samsung as a leading innovator through hands-on experiences that blended culture, technology, and entertainment.
- Landmark Presence: Created a highly visible, iconic pavilion at Federation Square, ensuring maximum impact and recognition.
Samsung Galaxy Studio at Federation Square