Samsung Galaxy S25 Launch Platform
Samsung Electronics — Milan & Berlin
To mark the global launch of the Galaxy S25 series, we delivered two simultaneous brand experience platforms across Europe — one outdoor in the heart of Milan, one indoor at Mall of Berlin. Same product story, two distinct environments, one unified vision.
- The Challenge
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One Launch. Two Cities. No Margin for Error.
Launching a flagship product across multiple European markets simultaneously demands more than logistics — it demands consistency of experience. Samsung needed both activations to feel like natural extensions of the brand while responding to entirely different physical contexts: an iconic Italian piazza and a high-footfall German retail destination.
- The Solution
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Tailored to Place, True to Brand
In Milan, the pavilion was placed directly on Piazza del Duomo — an open-architecture outdoor unit designed to hold its own against one of Europe's most iconic backdrops. The space invited free movement, with Galaxy AI experiences woven through interactive displays and spatial installations, all framed by Samsung's signature minimalist aesthetic.In Berlin, the indoor unit at Mall of Berlin brought the same product universe into a high-traffic retail environment. The compressed 112 sqm footprint required a tighter, more focused spatial strategy — maximising dwell time and hands-on engagement within a shorter installation window.Both activations featured approximately 70–80 devices, giving visitors direct, tactile access to the full Galaxy S25 range.
- The Result
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PROJECT BY NUMBERS
• 2 markets activated simultaneously — Milan, Italy & Berlin, Germany• 302 m² total footprint — 190 sqm (Milan, outdoor) + 112 sqm (Berlin, indoor)• 9 weeks of combined activation — W6–W10 in Milan, W4–W8 in Berlin• 70–80 devices per location — Full hands-on Galaxy S25 product experience• 10-day installation in Milan, 5-day installation in Berlin• Venues : Piazza del Duomo & Mall of BerlinTwo cities. Two formats. One seamless launch experience — delivered on some of Europe's most competitive brand stages.