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Samsung 837: Connected Living Experience

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Dom & Tom
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Samsung & RED Interactive partnered with Dom & Tom to develop a Connected Living Experience, featuring a smart home with products from Samsung.

The Goal

With RED as the lead creative agency, they knew they needed an experienced and solution-based technical collaborator to work through all of the challenges from a mobile and IoT perspective. With a tight turnaround, Dom & Tom orchestrated various devices on different ecosystems to create a fully simulated Connected Living apartment equipped with the latest Samsung and Samsung partner products.

Samsung 837 challenged RED and Dom & Tom with a grand vision to bring a fully-functioning Connected Living experience to the hundreds of daily visitors to their interactive Samsung 837 space in New York City. They wanted partners to help develop an experience that expresses the power of IoT that would act as a product demo emulating a connected living environment.

Our Plan & Process

Challenged with building a future-focused Android kiosk app that uses activation triggers to sync and highlight 3-5 products for each room experiences, Dom & Tom worked with RED to build a strategic vision for the project.

We conducted a discovery session with RED to evaluate two potential approaches, timed vs. orchestrated. A timed experience would be activated when a customer selects a persona in a room with a sequence of events that last between 1-3 minutes. Once complete, the customer can replay the sequences or proceed to the next room. An orchestrated experience would be activated via Near Field Communication (NFC) tags when a customer is using a loaner device. The device narrates what is happening through a call-to-action text, image or interactive prompt.

With an office full of test devices and products Dom & Tom found an engineering solution that was both durable and reproducible by creating engineering UML diagrams gathering all of the technologies and finding a way to interconnect them. Using an agile methodology, we worked in sprints, and each sprint we worked on specific tasks and rooms and evaluated and tested for both quality assurance and code reviews.

The Results

With tight deadlines, technical constraints, and a physical build-out we are thrilled to announce that RED and Dom & Tom launched the experience at Samsung’s flagship 837 location in New York City in August 2018.

The experience opened to the public and is accessible by the thousands of visitors who come to enjoy an innovative, interactive, customer experience that connects physical products, IoT integration, and triggers for a symphony showcasing amazing cutting-edge technology that Samsung and their partners have to offer.

The lessons learned and frameworks developed throughout the production process have proved invaluable as RED and Dom & Tom seek to work with Samsung on expanding the experience both within the Samsung 837 space and at other Samsung flagship locations around the world.

In 2019, the experience expanded to five additional cities including:

  • Austin, Texas
  • Miami, Florida
  • San Francisco, California
  • Indianapolis, Indiana
  • Washington, D.C.

View RED’s video walk-through of the spectacular space: