For over 20 years, POOLgroup has been working with Samsung – building trade fair stands and organizing corporate events, from the IFA consumer electronics show in Berlin and the Mobile World Congress in Barcelona to international occasions such as the Samsung European Forum. We work under contract from two communication agencies Cheil Germany and ad modum, with whom we have close partnerships.

Samsung sees its appearances as an opportunity to bring technological innovation to life with the aim of turning products, design, and brand into an immersive experience. No matter if it’s at a trade fair or in a temporary showroom, the experience always takes priority. Content showcasing AI, smart home, sustainability, and 5G technology is presented in a visually engaging and interactive way.

Each project comprises of a unique blend of intense innovation, accelerated delivery schedules, and the uncompromising standards of a global brand. The technical approach is often based on visualizations and renderings which are then developed into feasible specialist plans. This includes accurately mounting complex media and lighting systems in large spaces – for example, in historic buildings such as the Mediterranean Conference Centre in Valletta or across 6,000 m² in Berlin’s modern CityCube event venue.

The POOLcrew is often responsible for overall technical planning, staging, and support for Samsung projects. This includes lighting, audio, rigging, stage automation, media technology & IT, together with event design, content management, logistics and infrastructure planning.
For large-scale projects such as the IFA or the MWC, the crew develops both initial concepts and detailed plans, accompanied by in-house trial builds allowing them to ensure smooth processes on site.

One example of our technical prowess: installing the world’s largest curved wall projection in IFA history – a 55-meter-wide interactive video screen with real-time tracking and surround sound.
At the Samsung Forum in Malta, POOL handled all technical planning, including rigging, audio, and lighting, and meticulously staged the event despite the venue’s protected heritage status.
In 2024, the Crew provided technical equipment for the Samsung Pop-Up Experience as part of the Olympic Games in Paris. And new standards were set at the IFA 2025 in Berlin and the MWC 2025 in Barcelona with the inclusion of AI powered product presentations and immersive smart home demonstrations.

Samsung’s trade fair and brand experiences are defined by their aesthetic clarity, technological precision, and immersive staging, inviting visitors to engage with the full product range firsthand. And POOL created the technical framework for them – reliable, efficient, and compliant worldwide.

From major trade fairs to European forums and global brand promotions, Samsung has relied on POOLgroup’s expertise for over two decades. The collaboration is built on innovation, precision, and trust. And delivers trade fair experiences that bring technology to life.