Samsung is no stranger to a high-impact product launch. However, the buzz around its latest release hit new heights when the technology giant took over the Mittledom to launch the new Galaxy S23 series at an immersive, interactive pop-up that invited visitors to get up close and personal with the brand’s new devices, at Westfield Centro in February 2023.

Samsung pulled out all the stops for the event, which featured a campaign that included full media domination of the Mittledom, including huge ceiling banners, brand ‘takeover’ of the columns, the escalators and all interior and exterior surfaces of the lift, as well as use of the UDS 360° screen to livestream the Galaxy Unpacked event taking place simultaneously in San Francisco. Live performances by rising-star rapper Ski Aguu and Dresden hip-hop crew 01099 had the packed crowd calling for more.

Key facts

• Full media domination of the Mittledom

• Interactive pop-up

• Simultaneous livestream to Galaxy Unpacked event in San Francisco

• Live music performances kept the crowd hyped and mood buoyant throughout