New Year's 2025 Samsung
This project, which we launched for Samsung during the 2025 holiday season, is a modern winter fairy tale that blends technology and craftsmanship. In this design, which we conceived to harmonize the brand’s innovative world with the spirit of the holidays, we reimagined the traditional tree form with a geometric and futuristic twist.
Sharply defined crystalline forms, linear graphic textures, and distinctive shades of blue that align with the brand’s corporate aesthetic have transformed the design from a mere decorative object into a focal point that draws attention within the store.
The interplay of light on hard surfaces and the multi-faceted (poly) volumes arranged with mathematical precision blend the perfectionist language of technology with the freedom of art. In line with Samsung’s “Bespoke” vision and its approach to personalized technology, this installation—which harmonizes seamlessly with the in-store architecture—serves as a symbolic structure that invites customers inside and elevates the brand’s value beyond visual merchandising. This unique project, created by bringing together our design and production capabilities, is the result of our vision—one that reflects our professional design identity, rich in storytelling, and tailored to the spirit of the brand across the retail, technology, and luxury goods sectors. Our goal is to design memorable spaces that forge an emotional connection with the audience by harnessing the power of art and design in commercial environments.
