Background

The Korea Business Expo 2024 in Vienna, held at the Austria Center, was part of the 28th World-OKTA Convention and represented one of the largest Korean business showcases ever in Austria. Over 450 companies from different sectors such as technology, mobility, household appliances, beauty, and food presented their innovations.

Samsung was a key technology exhibitor, aiming to demonstrate Korea’s leadership in innovation while highlighting how the Samsung ecosystem enhances everyday life for visitors.

Creative Idea

Under the theme “AI for All the Miniature House—a compact smart home was created to showcase “mini house with maximum AI.”

Instead of a traditional product display, visitors stepped into an immersive living environment: a warm, inviting home setup demonstrating how Samsung’s ecosystem works seamlessly across the living room, kitchen, and bedroom. The booth transformed a standard fair space into an emotional storytelling experience, connecting Korean innovation with Austrian daily life.

Insights & Strategy

Samsung is perceived generally as a brand of individual hero products rather than a connected ecosystem while AI and Smart Home technology can feel abstract or intimidating.

Our goal: translating complex technology into relatable everyday moments.

Display seamless interaction across devices via SmartThings and Galaxy AI.

Highlight practical use cases: automated home routines, entertainment setups, and health tracking via Samsung Health wearables.

Make AI tangible, relatable, and inviting for every visitor.

Execution

A structured, home-like booth with distinct zones for Home Appliances, TV, and Mobile was built up:

Hands-On Exploration: Visitors tested products live and experienced full ecosystem interaction.

Digital Integration: Interactive screens provided in-depth product information and guided visitors on tailoring solutions for their own homes.

Immersive Environment: Warm, cozy home elements created an inviting stage for Samsung’s vision of an AI-driven, connected lifestyle.

Results

The Samsung booth stood out as a highlight of the Expo:

High visitor engagement and long demo interactions

Positive feedback on the tangible, relatable presentation of AI and Smart Home benefits

Strong media coverage and international networking opportunities

Successfully communicated Samsung as a holistic smart-home partner in Austria

Strengthened brand perception as a leader in accessible, everyday AI innovation

The Miniature House experience made complex technology emotional, understandable, and memorable, turning the Expo into a platform for Samsung to engage visitors meaningfully