SAMSUNG
- Sentient living

Installation

Brand

Samsung

Year

Final Deliverables

Project Management, Creative Direction, Video Editing, Research

Genius Loci is the soul of the home — an unseen force that lets it breathe, think, and come alive

BRIEF

Samsung Smart Home

Pop-up Store for Samsung’s arena
Salone del Mobile 2023

An Immersive Experience for the Salone del Mobile

At the heart of Samsung’s Smart Home installation for the Salone del Mobile 2023 lies the concept of the Genius Loci—an ethereal, ancient energy that animates a space, making it breathe, live, and think. This installation, located within Samsung’s arena, provided a highly immersive, technology-driven experience over 180 square meters of space, designed to make the brand not only seen but felt on a deeply personal level.

CONCEPT

Genius Loci

The concept of Genius Loci originates from Roman and Greek mythology, referring to a spirit or protective force that influences a space and gives it its unique character. Samsung’s Smart Home mirrors this idea: the home becomes a sentient entity, responding to the needs and emotions of its inhabitants. It’s not just a house; it’s a living ecosystem of connected devices that humanizes technology and creates a symbiotic relationship with those who live within it.

The installation brought this concept to life through an innovative blend of sensors, multimedia content, and interactive experiences, making the Smart Home feel like an intelligent, living being.

Samsung’s Smart Home is more than just technology—it’s a living, breathing space that senses, responds, and evolves with its inhabitants. Like the ancient Genius Loci, it brings energy to the home, making it a place that feels alive, caring, and deeply connected.