Nuit blanche ✕ Samsung
Turning the audience into creators
As part of Nuit Blanche in Paris, Samsung sought to create an experience that could embody the brand's spirit of technological innovation within the public realm. The challenge isn't just to showcase the technology, but to turn it into an experience.
Client brief
How can a technology demonstration become a collective and participatory experience?
Our response
Making interaction the spectacle.
Rather than creating an installation to be observed, we imagined an artwork to be activated. At the heart of the project, a monumental 30-metre-long illuminated sculpture suspended in public space became a living interface between technology and its visitors.
Using Samsung tablets, participants could influence the colours, animations and light behaviours of the installation in real time. Individual actions merged into a collective creation, continuously evolving throughout the night.
The experience was built around a simple idea: when audiences become participants, attention turns into engagement. Technology ceases to be demonstrative and becomes a tool for interaction, participation and appropriation.
By combining innovation, interaction and urban spectacle, we transformed a technology partnership into a shared experience at the scale of the city.
Umbrellium (Mini Burble)
TETRO
Raphael Carrand