Samsung put on a spectacular light show in London at the end of last week to support the launch of its its Galaxy S9 and S9+ smartphones. The aim wasn't just to dazzle, however; it was to allow Londoners to take night-time photos of the city's famous monuments all lit up, promoting the Galaxy's low-light photography features.
"The Night Reimagined" installation, created by Samsung and produced by AMV BBDO, was projected across the Thames from Potters Fields Park onto London's Leadenhall Building (known as the "Cheese Grater"), allowing for vibrant lines of of color viewable next to landmarks such as Tower Bridge and the Tower of London.
The structure was created using 16 state-of-the-art laser lights built in Germany and the U.K., and its ten-meter diagonal array changed trajectory to twist in the sky, altering its multi-colored perspective for viewers capturing the event with their phones.
The installation ran from Thursday to Saturday, and was designed to highlight the Galaxy S9's camera features such as low-light aperture.
"We wanted to give the people of London a moment not to be missed," said Sam Grant, CMO, Samsung Electronics UK. "The Night Reimagined installation was conceived as an amazing and almost impossible visual spectacle that represents just how Samsung is pushing the boundaries of what is possible. The beauty of the show demonstrates how the capabilities of the Galaxy S9 camera ensures people can capture epic pictures, particularly in the dark."
The project is the first collaboration in a new creative partnership between AMV BBDO and Samsung U.K., with several creative projects planned across a range of Samsung products and services.