Flying High with Innovation: Samsung's Flock AR Experience


In the bustling landscape of tech innovation, where every brand strives to stand out, Samsung has always set its sights on constantly pushing boundaries and redefining possibilities. At the heart of their mission lies a commitment to crafting products, technologies, and services that empower customers to explore new horizons never deemed possible. So, when the challenge arose to amplify awareness around Samsung's array of connected devices and the latent power of their unique ecosystem, we began a journey to create an immersive experience that would captivate audiences and draw them into the vibrant world of Samsung innovation.


Where the tech landscape is inundated with events and social media spectacles, Samsung faced the challenge of cutting through the noise to captivate audiences and draw them into their London flagship store, Samsung KX. The goal was clear: Create an immersive experience that not only showcased Samsung's invisible technology but also left a lasting impression on visitors. We aimed to orchestrate an experience that would vividly demonstrate the tangible benefits of Samsung's invisible technology against the backdrop of fierce competition.

Strategy and Approach

Leveraging the expansive canvas provided by Samsung's KX Store, our strategy revolved around harnessing the power of augmented reality (AR) to weave an enchanting tapestry of customer engagement. Our goal was to seamlessly integrate Samsung's existing technologies with the store environment, creating an immersive and shareable experience that would not only drive footfall but also foster a deeper understanding and appreciation for Samsung and its ecosystem.


Enter 'The Flock' – an AR spectacle designed to symbolise the boundless connectivity offered by Samsung's products. Picture a murmuring flock of birds, gracefully guiding visitors through the flagship store, each fluttering wing embodying the seamless synergy between Samsung devices.

With the choice of experience ranging from 'Epic Gaming' to 'Seamless Entertainment' and 'Effortless Living,' each journey showcased how Samsung users could unlock new realms of productivity, efficiency, and enjoyment.

Teaming up with Unit9, we began a technical odyssey to bring 'The Flock' to life. Through meticulous programming and real-world tracking, we charted over 500 meters of pathways across the expansive 900 square meter space of the Samsung KX Store. A flock of 200 vibrant, low-poly birds took flight, each specifically programmed to navigate the physical environment with uncanny realism. Powered by an intelligent flocking system, the birds mimicked the intricate dynamics of a real murmuration, adjusting their flight patterns in response to real-world physics.

Using the data from each journey, a personalised follow-up email tailored to each experience enabled purchase by connecting visitors directly to the relevant product pages on

Results and Learnings

  • Increased footfall into Samsung's London flagship store, KX
  • Increased brand awareness

The impact of 'The Flock' reverberated far beyond the confines of Samsung's flagship store. Footfall surged as curious customers flocked to witness the mesmerizing spectacle first-hand. Brand awareness soared as visitors immersed themselves in the seamless harmony of Samsung's ecosystem. But perhaps the most compelling result lay in the personalised journey each visitor undertook. By capturing data from each interaction, we crafted tailored follow-up emails, seamlessly guiding visitors to relevant product pages on, and facilitating a seamless transition from experience to purchase.

As the curtains closed on this chapter of innovation, we carry with us invaluable insights into the ever-evolving landscape of customer engagement. The success of 'The Flock' underscores the transformative power of immersive experiences in forging lasting connections with audiences. It underscores the importance of innovation, collaboration, and pushing boundaries in a world where attention is a prized commodity.

In the end, our journey with Samsung's invisible technology serves as a testament to the boundless possibilities that lie at the intersection of creativity and technology. And as we chart the course ahead, we stand poised to continue redefining possibilities, one innovation at a time.


Samsung: The Flock

How we used emerging technology to excite and entice consumers into the Samsung KX Store and show how all their products could work seamlessly together.

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