Samsung Electronics UK announce a series of collabourations across fashion, music, art and design, to mark the opening of its new pop-up space, the Samsung Galaxy Shoreditch Studio, located at BOXPARK in East London. Until the end of the year, the space will showcase a number of culture-led projects and initiatives, and play host to a series of consumer events, all designed to demonstrate the creative potential of its range of tablets, smartphones and cameras.
Samsung, an Official Sponsor of London Fashion Week, began by bringing its talent competition Galaxy Fashion Force – a collabouration with the Creative Director of adidas style, Dirk Schoenberger and renowned photographer Joachim Baldauf – to London. The project saw Baldauf and Schoenberger inviting four fashion students from leading design schools in Germany to create four collections in four weeks, with the winner being given the opportunity to join Dirk Schoenberger's creative team.
The Samsung Galaxy Shoreditch Studio previewed the collections and demonstrated how Samsung Galaxy devices, including the Galaxy Tab 10.1, Galaxy Note II, Galaxy S4 Zoom and Galaxy NX, were used in the creative process for each designer. In addition, visitors were able to get a glimpse behind the scenes of the fashion industry by taking part in tutorials and workshops themselves, which will were filmed and seeded on Samsung’s online channels via a partnership with Google-backed Mahogany Media.
During launch week, the Samsung Galaxy Shoreditch Studio was host to fashion influencers including, renowned blogger and fashion creative, Nik Thakker of Karlismyunkle fame and celebrated fashion designer Pam Hogg. Together they hosted an intimate session where Pam showcased previous shows, discussed the creative process and participated in a live Q&A.
Throughout October and November, the Samsung Galaxy Shoreditch Studio will be transformed into a 1990s-themed vinyl record store, re-worked for the digital age. Each week a different music label, including Defected, Greco Roman, Anjunabeats and Hospital Records will take over the studio and put on live performances, personal appearances and content giveaways for members of the public to enjoy. Visitors can expect weekly sets by some of the world’s biggest DJs as Mixmag will be streaming its popular DJ Lab live from the Samsung Galaxy Shoreditch Studio once a week until the end of November.
Finally, Samsung is working with YrStore, the world’s first live all-over garment printing specialists to give visitors to the space the opportunity to design their own t-shirt or bag using a selection of Samsung Galaxy devices. Their designs are then sent to YrStore, where they will be able to watch the live production before purchasing their unique items.
Ines van Gennip, Marketing Director, IT & Mobile Division at Samsung Electronics UK and Ireland, said: “Our objective in opening the Samsung Galaxy Shoreditch Studio is to show the large creative community in East London the creative capabilities of our range of Galaxy devices. Whether that’s drawing t-shirt designs on any of our note devices or editing a photo on our Galaxy Camera range. We believe that with this new pop-up space, we have created an engaging and immersive experience for our customers to experience our products.”
The Samsung Galaxy Shoreditch Studio marks the first time Samsung UK has created a long-term pop-up space. Cheil UK is responsible for the campaign concept and delivery, including booking all creative partnerships.
Find out how Samsung has given its Shoreditch Studio in East London’s Boxpark a makeover, transforming it into a 1990s-themed vinyl record store with a twist of electronic dance. Click here
Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 270000 people across 79 countries with annual sales of US$187.8 billion. To discover more, please visit www.samsung.com.