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Samsung sponsors Art Berlin, Germany’s key contemporary art event. To make an impact as a brand among top international exhibits, we decided to leverage one of the most immersive mediums: street art. By its nature, street art interferes with the environment and engages the audience in public places. Through mobile technology, we amplified these principles and extended the conceptual ideas of select works and installations by adding immersive, interactive AR layers, changing the audience’s role from consumer to active participant.
SAMSUNG Electronics Germany