Samsung KX: The Flock

The background

Samsung wanted to give people an innovative way to learn about the benefits of their connected products. So we created a guided in-store experience at Samsung KX, the brand’s experiential storefront at King’s Cross in London.

The execution

The Flock experience was an AR app that gave a guided tour around Samsung KX. Users could discover nine Samsung products, interact with informative displays, and experience the store—and the brand—in a new, virtual way. The app uniquely highlighted how many of Samsung’s products are connected to each other.

The experience actively encouraged people to follow three different paths—one focused on gaming, one on entertainment, and one on smart living—each with a walking distance of over 100m. We achieved real-world tracking of over 500m of programmed pathways within a 900 square meter space.

To further emphasize the connectivity of the products, the AR journey was led by a flock of 200 birds—a perfect metaphor for things working together as one. Each bird was individually programmed through an intelligent flocking system that auto-adjusted to real-world physics, resulting in a near-to-life murmuration experience.

The results

The app experience was a hit and people wanted to explore every inch of the virtual Samsung KX. Many took their time to explore not just one path, but all three. Ultimately, the Flock experience led to a better understanding of Samsung’s family of products and how they’re all connected.