Samsung stand, trade-fair, that located in Berlin, Germany, was designed by Editorial, Eight huge ‘leaves’ form a semi-circle space, embodying the ultra flat, lightweight, brilliance, and eco attributes. The fanned grouping around the entrance area allows the monument form a wide-scale picture, which the visitor first perceives and experiences when entering the trade-fair hall.
Within the huge dome are multimedia displays, where interplay between light, colour and sound attempt to merge reality and illusion. Inside, the monument becomes a moving three-dimensional stage for the Samsung brand; from the outside, it becomes a attraction to be seen from far and wide.
The LED TVs are mounted flat with a slight bulge on the inner sides of the ‘leaves’. The leaves themselves don’t taper but are cut off by a mirrored ceiling mounted flat on top of them. A glass floor with light effects forms the counter-element. The vertical end of the semi-circle is formed by a wall, also completely mirrored, in which the entrances are set.