PREHISTORIC TIMES MEET INNOVATIVE MODERN TECHNOLOGY
This year, luxury trendsetter KaDeWe is once again the place to be for Samsung.
Cheil Germany led the creative phase and supplied the concept for “Innovating Evolution” – a fictitious representation of an unusual journey through time. The focus was deliberately placed on one location, which was then expanded as a strategic communication platform for the three most important target groups – press, VIP and consumers.
Cheil’s virtual campaign idea was implemented in close cooperation with P.O.S., giving way to an authentic and extremely precise realization of the design and a scenic staging of KaDeWe’s display windows, atrium and the 7th floor. Working together with Cheil, our expertise was applied to areas ranging from conceptual and implementation planning, production and construction processes to the coordination of live performances. The result was an exclusive exhibition featuring a stylishly dressed Neanderthal as communications ambassador for the presentation of 4.6 billion years of prehistory. The elaborately designed multimedia installations and exhibits presenting futuristic folklore generated pure fascination for days on end among the visitors to KaDeWe, and creating a considerable splash on the social web and in countless television and press reports.