Samsung Fold Garden
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Client
Samsung x ACE
Types
Brand
Production
Art Direction
Concept Creation
Custom Design
The launch of Samsung's latest device went for art and green. With Samsung Fold Garden, a natural environment acted as the backdrop for art made by four pioneering AI artists. Moss, grass and bonsai trees aligned with the brand's voice and complemented the expected white gallery walls. The Samsung Fold replaced the frames. This was an exhibition reinvented for today — and for Samsung.
The concept introduced by ACE transcended the product and brand itself, integrating the launch into a contemporary dialogue between human, art, AI — and device. We ran the production, from build to opening event and daily programmes with talks, both in Brussels (Belgium) and Amsterdam (The Netherlands).
