Product Launch Concept
Welcome to a better reality
Samsung Galaxy AI · with Larnilane
01 / Tension
A list of AI features means nothing to a person: specs can be read but not lived through. A flagship release turns into an inventory.
02 / Shift
From a feature of the device to an ability of the person: sight, memory, language, speed of reaction.
Concept and experience
The path runs without breaks: a secret invitation kit with a key and a scent that fades builds intrigue in advance; a premium venue sets the scale; nine zones turn each AI feature into a physical action; a three-act show with smart glass holds the tension until the moment the device becomes visible.
Key decisions
- Turn the list of AI features into nine physical activities — one per feature
- Keep the product itself hidden until the climax of the three-act show
- Build intrigue before the event through a physical artefact, not only an invitation
- Make the look of the staff a statement in its own right, not a uniform
Our role: the positioning idea, the customer journey, the mechanics of the activities, the dramaturgy of the reveal.
