Building A Runway For Samsung’s Story
For their 2024 NewFront, Samsung was stepping up their game, and they wanted their audience of over 300 ad buyers to not only know it, they wanted them to feel it. So, we didn’t just announce their ambition to the market, we surrounded ad buyers with it.
We transformed Lavan Midtown into a custom Samsung environment, building a tailored “catwalk” stage right down the middle of the room and surrounding it on three sides with the audience. This layout pulled guests close to the action, turning every walk-on, reveal, and transition into a shared, high-energy moment.
Immersive Content
Then we went further and treated the walls themselves as Samsung’s canvas. We projected content onto the three walls facing the audience, literally immersing the crowd in Samsung ads, graphics, and storytelling. Walls came alive with logos, maps, lifestyle imagery, and a steady stream of dynamic video, so wherever guests looked, they were inside Samsung’s world.
When it was time to showcase Samsung’s “Ocean Vibes” offering, we plunged the room beneath the surface. The walls filled with underwater visuals and motion, gently “sinking” the audience into a calm, cinematic seascape that made the content feel like a full-body experience rather than a simple product segment.
Coaching Presenters For A 3‑Sided Stage
Executives are not used to presenting with an audience on three sides of them, so we treated the stage as both a technical build and a performance challenge. Fortunately, all of Proscenium’s Creative Directors have deep theater experience, and we drew on that background to block movement, and help presenters understand how to command a 360-degree space.
Despite a short load-in, we ensured presenters had meaningful rehearsal time on their unique stage. We walked them through entrances and exits, found their best “sweet spots” on the catwalk, and rehearsed how to use the surrounding projection to support their story.
We loved creating Samsung’s debut NewFront and immersing over 300 ad buyers in their universe.
Watch the highlight reel.
Watch the highlight reel.
