Under the motto "Your new normal", Samsung presented itself at the 2017's IFA, on 6,000 m² of exhibition space in the City Cube Berlin.


On behalf of the communications agency CHEIL, POOLgroup was responsible for the planning and implementation of rigging, lighting, sound and power generation, as in previous years. Comparatively new was the requirement to plan complex projections using media technology and to implement them on site with suitable media servers. In close cooperation with the partner “ad modum”, technical and structural solutions were successfully developed not only on site but also in the early planning phase.


Shortly after entering the exhibition area, the visitor was greeted with a gigantic video projection. The latest Samsung highlights were presented in various product videos in 14,976 x 2,560 pixels on a 55 m wide, 9.4 m high and curved screen. Using a Kinect system, the faces of the visitors were captured at a total of nine interactive posts and reproduced as portraits on the screen in a large number of pixel-sized Samsung products. These visual real-time sequences were implemented with the media server Touch Designer. For the technical planning and implementation, POOLgroup worked with content managers from Canada and the Netherlands. The visual experience was rounded off with an intelligent surround sound system, which took the visitor on an audiovisual journey.

The planning and implementation of a digital gallery was similarly complex. In a 98 m² darkened room, the walls and the entire floor were covered with the media server Pandoras Box. A total of 19 frame TVs with 4K resolution and 12 projectors with HD resolution transformed the room into a digital and moving art exhibition. Through elaborate programming work, the color and surface structure of the room could be visually controlled depending on the topic.


POOLgroup created two absolute technical highlights for Samsung’s presentation at IFA in 2017 with the Frame Gallery and the interactive video projection. Not only the visitors, but also the customer were definitely enthusiastic.

Photos: Robert Hörnig & Joachim Dennemann

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