Galaxy Unpacked
Embedding a global product launch within Brooklyn’s cultural fabric
Client: INVNT | Samsung
Partner: Duggal Greenhouse
Agency: INVNT
Role: Production & Strategic Lead
Scope
Experience & Interaction Strategy
Socially-Driven Installation Design
Live Event & Experiential Production
Content Capture & Social Extension
Environmental Print & Fabrication Systems
Link to full keynote here
Overview
On July 9, 2025, Samsung staged Galaxy Unpacked in Brooklyn, using the city as an active context for introducing its latest foldables and wearables. Distributed experiential moments across the Brooklyn Navy Yard translated product innovation into shared, participatory experiences designed to resonate beyond the event itself.
Impact
Positioned Galaxy Unpacked as a cultural moment rooted in Brooklyn, aligning immersive brand expression with the city’s creative energy and point of view. The experience expanded reach beyond core tech audiences into lifestyle, creative, and experiential communities—extending relevance through earned and social circulation. Strategic and production leadership ensured a cohesive narrative across touchpoints, aligning experience, interaction, and execution under the Unfold Ultra theme.
The Selfie Zone was conceived as a dedicated earned-social touchpoint, using Samsung branding and window-mounted mirrors to turn the act of self-capture into a shareable experience. Designed to extend participation beyond the event, the installation framed attendees within a cool, Brooklyn-inspired visual language—blending graffiti tone, reflection, and perspective. Selfies shared through event hashtags circulated organically across social feeds, allowing the experience to travel beyond the venue and function as a lightweight but effective engine for earned visibility.
