SAMSUNG 837
ACCOUNT MANAGER | PMK*BNC
Located in the Meatpacking district of NYC, Samsung837 combines art, technology, and sport in unprecedented ways. It’s not a store, but a more a tech playground where anyone can try out cutting-edge experiences, take part in interactive installations and enjoy with, AR, VR and Mixed Reality experiences. Samsung originally partnered with PMK*BNC to create pop-up experiential events across the US that were so successful they decided to install a permanent venue.
My team was tasked with everything from supporting the creation of the installations and experiences that would exist within and on the venue to both advertise and showcase Samsung as well as foster relationships and partnerships with other brands for them to utilize the space to create some of the most cutting edge interactive experiences of the time.
We also branched out into hosting free events such as concerts, panels, and brand launches to drive traffic to the venue so everyone could experience the full extent of Samsung’s abilities and range. Beyond this, we also created a group of influencers all tasked with promoting the space called Sqaud837 who attended the events and brought awareness to the space.
All of this was combined with incorporating the newest campaigns into the venue to make the entire building part of every campaign. As an account executive, I was an all purpose helper who ran from team to team helping with brand partnership relationships, creative development, strategy, production assistance, and overall team organization.
Below is a showreel of that demonstrates how we incorporated all the concerts / events into the launch of the ‘Made for Summer’ phone campaign.
Interactive experiential advertising
The venue functions as a tech playground for all of Samsung’s newest cutting edge developments while showcasing the range and depths of the products. All of the newest products new features and upgrades were shown creatively through activations in the venue.
Beyond this, the venue provided the perfect space for leading brands to experiment with experiential marketing for their newest campaigns.
‘Partners such as NASA, Virtue, and WWD utilized the venue to help promote their brands while leveraging the tech availabilities and creativity of the teams to come up with some of the most advanced and exciting installations of the moment.
Additionally, we constructed an identity in the community by hosting LQBTQ panels, local influencers, and famous musicians to combine culture and technology in a totally unique way.