Challenge
How do you reinvent Samsung 837, the center for brand experience in the Meatpacking district of NY, open it up to a much larger audience, and somehow deliver something unexpected that gets the world talking?
Idea
FROM NYC TO METAVERSE
Our idea was to deliver a fresh take on Samsung 837, fusing in new technology and a path for greater audience inclusion, all through a first-of-its-kind, Web3 powered, metaverse experience. We created 837X, based in Decentraland, to gamify the core pillars of the brand: sustainability, connectivity, and customization. The resulting experience intersected the latest technology with art and Korean culture.
Experience
FOUR WORLDS TO EXPLORE
We went bold and strayed away from simply recreating the real-life 837 store. We designed a forest that injected creatures inspired by Korean culture into a quest of life and preservation, created an open-air, galactic theater to stream the CES keynote, and a three-sided live stage to house a mixed-reality dance performance. Visitors entered the experience through a city-like facade, but from that point on it was anything but expected. The launch experience led to 4 unique NFT badges and 3 custom designed wearable collections that users were able to win.
Lobby
The entry into our 837X metaverse world, unleashing
the unexpected.
837X
Process
In creating on Web3, we worked with an anonymous collective to visualize and build the experience, along with designing the wearables. We worked with a private Decentraland landowner to house and deploy the experience. We dealt in three different crypto currencies: Ethereum for the exchange of production build services, MANA for the creation of the wearable collections, and Polygon to mint all the NFTs that we distributed. We created 3 games within the experience—all leading to different prizes—and it all led to the launch of the Samsung Web3 community.
Activations
837X WORLD OF EXPERIENCE
Beyond the CES 2022 launch, we activated a few other
cultural moments tied to Samsung 837X.
Prizes
NFT BADGES AND RARE WEARABLES
Throughout the three months since launch, we have delivered around 250,000 unique NFTs, including 4 wearable collections, 7 badges, and 1 unique art series powered by PixelMind for You Make It.
Results
NAILED IT
3.7B
Total media
impressions
98%
Positive social engagement
250K
Exclusive
NFTs created
25%
Spike in MANA cryptocurrency
77K
Unique
samsung.com visits
