Iris

London

Samsung 'Vertical Gig'

To mark the official launch of Samsung’s new experience space, ‘KX’ in London, we made history with the world’s first vertical stage gig, based around an insight that 94% of mobile video use is now vertical.

The first-of-its-kind 9:16 stage made for the mobile generation, boasted a bespoke stacked three-story stage over nine metres high, allowing all elements of the gig to be seen and heard in a vertical symphony.

International Pop and R&B star, Mabel, performed an exclusive show choregraphed for the vertical format to a crowd of 2,000 people.

Inside the Samsung KX store we held a digital ribbon cutting, innovation conference and live workshops for 550 Samsung VIP guests before the performance. Mabel’s performance was also shown on the large screen at Piccadilly Circus.

Multiple stakeholders made this a hugely challenging production. As KX is located in the centre of a busy retail and residential area, sound restrictions for both the live show and build were strongly enforced. Limited access to the pedestrian-only site required laborious hand carrying of over 100 flight cases, and heightened security measures were put in place around the clock.

Despite these challenges, we managed a flawless execution of the event, supported by a tight group of trusted suppliers that could work as an extension of our own team.

2K+
Audience
339
Media & influencer social posts
17K
Comments & shares from media articles
811M
Total PR reach
379
Articles of earned coverage
GOLD
Campaign Experience Award

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Samsung 'Vertical Gig'

We made history with the world’s first vertical stage gig, based around an insight that 94% of mobile video use is now vertical.

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Iris

07541975595 lucy.pull@iris-worldwide.com