Samsung KX
Vision Book
Vision Book
In 2019, Samsung opened its brand showcase called Samsung KX at Coal Drops Yard in London. We, the design team of Cheil, developed the overall brand strategy and design for this retail space including visual identity, space design and experience programs.
After its opening, we created a book which is called "KX Vision" that contains every inspiration and design history about the creation of Samsung KX. Instead of being an instructive guideline, this book was planned to make people unconsciously recognize our design principle "Fusing local attributes with Samsung's digital technology" through several case studies. For this, we took shots of the space, people's interaction and brand merchandises in a very genuine and compelling manner. We also took portraits of millennial consumers and staff from various backgrounds that captured their personality.
After its opening, we created a book which is called "KX Vision" that contains every inspiration and design history about the creation of Samsung KX. Instead of being an instructive guideline, this book was planned to make people unconsciously recognize our design principle "Fusing local attributes with Samsung's digital technology" through several case studies. For this, we took shots of the space, people's interaction and brand merchandises in a very genuine and compelling manner. We also took portraits of millennial consumers and staff from various backgrounds that captured their personality.
In terms of design, we used a method of overlaying graphic and images, which is one of design languages of Samsung KX. On the cover, the KX Monogram, a core element of visual identity, was also created by overlaying London landmarks and Samsung products. For the design and production of this book, we collaborated with SPIN in London.