At IFA 2017 in Berlin, we designed the world’s first virtual gallery using 3D projection mapping and 19 The Frame TVs to beautifully communicate our product’s aesthetic features.

The Frame is a completely new lifestyle TV from Samsung Electronics. It features a unique Art mode which showcases a wide selection of artwork when the TV is not in use, allowing anyone to easily turn an ordinary living room into an art gallery. Our campaign objective was to create a space where people could experience The Frame’s Art mode in a new way, and save them from the same old boring industry exhibitions.

We collaborated with 3 world famous museums, the Prado Museum, Saatchi Gallery and Lumas to create a virtual gallery using 3D projection mapping.

With 3D projection mapping and 19 The Frame TVs, we took 3 world famous museums to IFA, turning the space into a virtual gallery with works from Prado Museum, Saatchi Gallery, and Lumas.

To make people feel as if they were at an actual gallery, we used projection mapping on the floor (7m x 15m) and the 3 walls surrounding them. Transition effects made the virtual gallery feel more immersive as works changed from one gallery to the next. 19 TVs displayed art pieces from the galleries to show how real the pictures appeared on The Frame TV.