Samsung recently held an open-air concert featuring Yungblud, the the London Community Gospel Choir and digital artist Aries Moross. The entire event set outside Samsung KX in London's King's Cross was inspired by the brand's new foldable smartphones. The performance united three forms of art, referencing features of the Samsung Galaxy Z Fold3 like its multi-window capabilities.
Set on a six-meter rotating stage, the live performance was also aesthetically styled to mimic the look and folding form of the phone.
To reach new audiences and get flat smartphone users thinking differently about their devices, Samsung is creating bold campaigns that express the unique features of the mobile phones that are defining new categories.
What's Driving This Trend
- Smartphone-inspired Concerts
- Companies can create immersive experiences that unite different art forms and creatively reference the features of their latest mobile devices.
- Multi-functional and Aesthetically Styled Live Events
- Brands can create an engaging and visually appealing experience around their products to entice new audiences and prompt them to think differently about their devices.
- The Convergence of Technology and Art
- More brands can explore the potential of technology as a canvas for artistic expression, creating new ways to showcase their products and provide creative contexts for their features.
Who This Affects Most
- Mobile Devices
- Mobile device makers like Samsung can create novel campaigns that highlight their products' unique features and inspire users to get more creative with their devices.
- Live Event Production
- Event planners and production companies can explore new ways to merge technology, art, and branding to create visually stunning and immersive experiences for their audiences.
- Digital Art
- Artists and creative agencies can leverage technology to create boundary-pushing works that showcase the possibilities of digital art and help brands captivate audiences.
