Samsung endorsed Germany’s key event of contemporary art – the Art Berlin. At this annual event, artists and art enthusiasts from all over the world come together to enjoy the latest in contemporary art. To make an impact as a brand among exhibits from top-international talent, Samsung decided to leverage one of the most immersive mediums: Street Art. Street Art by its very nature interferes with the environment and engages with the audience in public places.
In close collaboration with five international artists the project Re:imagine Street Art amplified those principles through unique technology and extended the conceptual ideas of select artworks by adding an explorative Augmented Reality layer. Rooted in the brand promise “Do What You Can’t”, spectacular installations, living murals and playful discoveries around monuments turned Berlin into an open gallery and changed the audience’s role from mere consumer to active participant.
App Walk-Through
The AR-Experiences revisited