Samsung 837 Bespoke

In our ongoing partnership with Samsung, we designed a strategy to launch their new Bespoke product concept and invite guests to experience the latest in their product technology.
The campaign theme, Bespoke My Home, was designed to highlight the unparalleled combination of design refinement, customizability, and high performance in the Bespoke appliance system.

To engage local audiences in New York City, we designed a long-term installation at Samsung 837 in NYC’s Meatpacking District to demonstrate the possibilities. The perimeter of the installation is defined by a striking, colorful gradient entry wall arraying the design possibilities of the product that opens to reveal three immersive domestic spaces beyond. Each room expresses how the product can accommodate diverse lifestyles, incorporating the work of New York City designers: Ceramicist Aliza Simmons of Henry Street Studio, artist Alex Proba, and industrial designer Stephen Burks.

To launch the campaign, we collaborated with local influencers in the food space — producer, chef and activist, Sophia Roe and restaurateur, Flynn McGarry — to introduce the Bespoke refrigerator and engage their followers in a contest to create the most creative, original Bespoke My Home dinner party inspired by Bespoke product attributes of design, performance and sustainability.