Background

In 2022, Samsung formed a partnership to redefine how customers experience premium audio in retail environments. The result was the AURIS Soundbar Experience, which combinined custom-designed Soundbar Walls with the intelligent AURIS software platform. This solution transformed in-store displays into an interactive, immersive sound journey, enabling customers to explore Samsung’s soundbar portfolio in a way that feels both effortless and inspiring.

Creative Idea

Rather than presenting soundbars as static products, we reimagined the retail environment as a “sound stage,” with the goal of making sound visible, tangible, and comparable at the point of sale.

• Soundbar Walls: Functional furniture pieces that double as dramatic presentation platforms, featuring clean lines, refined materials, and lighting that highlights the products without distraction.

• AURIS Software: A dynamic digital layer that enables instant model comparisons, sound-mode switching, and intuitive feature exploration—turning complex technical information into a guided, playful, and memorable experience.

• Combined Concept: Together, these elements transform soundbar exploration into an immersive, emotional moment that seamlessly blends design, technology, and storytelling.

Insights & Strategy

Customers often struggle to evaluate soundbars in-store: products can look similar, technical specifications can be overwhelming, and listening environments are inconsistent.

Key insights: