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Samsung WindFree

Samsung Electronics announces the arrival of the residential air conditioner WindFree. The new solution was presented for the first time in Europe during an exclusive international event at Samsun District in Milan, where the guests and Samsung partners had the possibility to experience first-hand the innovative wind-free technology.

Samsung charged Eventually agency, winner of the contest, with the organization and production of the launch event. Eventually created the mood and the visual aspect of the event along the principal characteristic of the new product and the concept of technological innovation.

As Marco Abbiati, CEO Eventually, says, we asked ourselves what iconic element could best represent the product and we found the answer in the product itself: the 21.000 vents of the chassis. This characteristic inspired us to create a precise visual code, a modern Pointillism that became the graphic mood of the event.

The event was organized in an incredibly spectacular location with a futuristic design, The Mall.

At their arrival, a refined atmosphere and an event space wholly personalised with the Samsung colours and the visual of the event welcomed the 300 international guests. After the digital registration, the guests entered the lounge area where a live band, a welcome cocktail opened the first part of the evening. In the lounge area were set up the “hidden rooms”, a kind of magical box that shielded the product, to reveal it only during the second half of the evening.

After the welcome cocktails, the guests seated themselves in the dinner room where the skillful light design created a unique atmosphere.

The set-up of the principal room used the surfaces characterized by countless vents, that distributed light/air and that changed the light flow in chromatic terms, with big wings that hosted the exhibition area and hugged the audience.

Diletta Leotta moderated the evening and the institutional participation. The core moment of the evening was the moment in which, using 3D technology and laser projections, WindFree was revealed to the guests for the first time.

The force of the moment of the reveal was the crescendo created by the innovative mix of technology and special effects. From the start, we focused the attention of the audience on the central wide screen, to then divert everyone’s attention on the lateral set-up where we created the 3D outline of the new air conditioner, as well as a simulation of the airflow of the new Wind-Free technology. The final coup-de theatre was the product reveal itself, hidden up until this moment, in which with series of optical effects the new product materialises on the panels and conquers the scene. After the reveal, the seated dinner took place prepared by Michelin-star chef Giancarlo Morelli, who delighted the guests’ palate with a special menu, while several performances during dinner inspired by the element of air surprised and thrilled the guests with moments of pure visual magic.

The evening closed with an after-dinner section in the lounge area, where the guests, between drinks and music, had the opportunity to get to know the WindFree innovation in the experience zone.

Client:

Samsung

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