Samsung endorses Germanys key event of contemporary art – the Art Berlin. At this yearly event, artists and art enthusiasts from all over the world come together to enjoy the latest in contemporary art. How can a tech brand like Samsung make an impact?

Street Art interferes with its environment and engages with the consumer. Through technology we amplified these principles and extend the conceptual ideas of artworks by adding an AR-layer. Thus, changing the visitor’s role from a passive consumer to an active participant.

We made art accessible to more people by taking it out from its usual environment. Visitors of our pop-up galleries, murals and monuments were invited to break free from their passive role and actively participate in our artworks instead. To do this, we created an immersive world that allowed visitors to completely dive into and fully exploit the potential of the fusion of art and technology. Each visitor got the chance to decide by himself how he perceives our artworks.

To build this world, we brought together international artists with 3D-artists and turned the city into an interactive playground. We extended their artworks through AR and brought static art to life. A specially developed AR-app made this extension possible.

Our target group were the visitors of The Art Berlin, everybody who is interested in art and technology and the followers of our artists.

Each artist designed his own gallery, mural or monument, which we then extended through AR. Our locations were spread all over Berlin. Each touchpoint provided a different experience. For example: In one gallery, you could dive into a futuristic underwater world and even become a citizen of it. On a mural, a millennial was brought to life in AR, showing her as a social media queen. At a famous sightseeing spot, the Brandenburger Tor, it was possible to play with a 3D-character and catch candy.

Our app acted as the bridge between the analogue and digital world and let visitors explore art on a completely new level. Visitors could download the app or use pre-installed Samsung devices in the galleries. Integrated Samsung products also worked as canvases.

Beside the AR-world, the app gave in-depth background information, you could take photos of the AR-artwork and watch making-of videos.

Only one day after the pop-up galleries opening, our app was #6 of the Trending Apps in the Google Playstore. We were featured in a TV report of the channel Deutsche Welle, the media coverage reached from local to national and we even got the art press to talk about technology, and vise versa. During the whole campaign period, we reached over 158 million people and our content performed +500% better than the average Samsung social media content.