Samsung tasked TCC with creating a standout in-store experience to launch the new Galaxy S25 Series. The brief? Create something that would attract and engage customers—all within the physical footprint of a retail space.
The goal was always clear: craft an immersive experience that didn’t just show off the new AI-powered features, it brought them to life in a fun, shareable way.
Customer dwell time and engagement would be key success metrics. The experience had to stop people in their tracks and make them want to explore the device enhancements.
“Another outstanding activation, supported by excellent sales results! It’s always a pleasure working with the amazing teams at O2 and TCC.”
– David Brine, Omnichannel Manager, Samsung
We transformed retail into real-time creativity. The Inspire Zones became living galleries, powered by Samsung’s own native AI.
Customers could take a selfie, watch it get remixed by AI, and print it instantly onto a keepsake mug. Snap. Style. Sip.
The inspiration didn’t come from tech—it came from art.
“Strangely enough, inspiration was taken from a TCC Inspiration Day where I visited the Moco Museum in London…I considered how the aesthetic of an art gallery could be a great vehicle to unpack different aspects of the device whilst maintaining a very clean and stylish activation in store.” – Christian Field, Art Director
The result was the Galaxy AI Gallery – a space designed to feel immersive and playful, where customers didn’t just learn about the device, they experienced it as part of a living, creative moment.
The engagement numbers speak volumes:
We didn’t just demonstrate Galaxy AI—we let people use it in a way that felt personal, fun, and shareable.
It was a simple idea, executed with style. An in-store experience that made people stop, smile, and leave with more than just a phone in mind.
From art gallery to gallery-worthy selfies—by making AI feel personal and playful, we helped Samsung shift from product demo to hands-on creativity.
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