For the 2018 Olympic Winter games in their home country of South Korea, 2x4 partnered with Samsung to create a 3,000m2 temporary brand pavilion. Positioned as a pioneer’s playground, the space was designed to engage visitors in a creative, exploratory relationship with mobile technology as well as introduce Undergird, Samsung’s newest product development in their legendary pursuit of innovation.

As lead design team, our work spanned strategy, architecture, environmental design, exhibition, and interactive components. The pavilion was developed as a prototype to cultivate a forward-thinking, comprehensive brand experience for Samsung Mobile worldwide.

The Showcase articulated the company's legacy through hands-on product displays, public programming, and amenities as well as new screen-based experiences in VR, camera and social media. The showcase also included Unbox Samsung, an illuminated living archive that highlighted Samsung’s 40-year history of mobile innovation, design and craftsmanship. Product displays, an open auditorium, and a café provided a central hub to connect and explore the Galaxy 8 products and contemporary programming around emergent creative culture. A field of glowing architectural follies house interactive experiences, from virtual-reality winter sport simulations to 4D camera activities.