Unconfined: the Galaxy S8 Design was an interactive, immersive installation, created by digital art and design collective Universal Everything in collaboration with Zaha Hadid Architects and Samsung. Open exclusively during Milan Design Week 2017, the project was the launch exhibition for the new Samsung Galaxy S8, showcasing the device’s design philosophy of “no borders, no boundaries” to the public and to delegates from the international design community. Over the course of the week, the installation welcomed 30,000 visitors, inviting them to create their own digital flying avatars using a custom app. Devised and art directed by Universal Everything, the app allowed each user to create an entirely unique form, but one that was in line with certain visual parameters – ensuring they were aesthetically unified when they “flew” as a collective. Visitors then moved between a series of curved, architectural screens in the ambient gallery, watching as their avatars took flight, interacted with one another and responded to the soundtrack.