Unconfined
Industry
Technology and electronic
What We Did
Brand design and Creative Direction
Unveiling the Future: Galaxy S8 at Milan Design Week
More than a product launch—The Unconfined was an experience. A collaboration between Samsung, Zaha Hadid Architects, and Wallpaper, this immersive installation at Milan Design Week 2017 redefined how technology meets design.
Our project began in Seoul, Korea, where we first met with the Galaxy S8 designers. They shared a fascinating story about how the everyday miracle of surface tension—a droplet of water forming a convex meniscus on metal—inspired the phone’s seamless, fluid design. This became the core idea shaping the exhibition.
As Samsung’s creative lead, I shaped the exhibition’s identity, crafting a bold narrative that celebrated the Galaxy S8’s seamless form and breakthrough innovation. The result? A sensory-driven space that drew 33,000+ visitors and captured global attention—proving that a smartphone can be more than a device. It can be an icon.
Make it stand out.
Exhibition photos by: Universaleverything