A first-rate pop-up event attracted crowds of visitors to Westfield Centro in Oberhausen on 1 February 2023. Samsung celebrated the global launch of its new Galaxy S23 series and got the brand’s very first interactive pop-up store in Germany off to a spectacular start with a concert by rapper Ski Aggu and hip hop group 01099. Visitors to Westfield Centro will have the opportunity to discover more about the South Korean electronics manufacturer’s high-tech offerings in a unique atmosphere until 18 March.

Launch event plus music gig

Samsung really pulled out all the stops for this launch campaign, using all available advertising space in the Mitteldom to great effect. As well as the UDS 360° screen and huge ceiling banners, Samsung also ‘took over’ the columns, the escalators and all interior and exterior surfaces of the lift, showcasing the promotion stand which had pride of place in a central position. A stage was also constructed to get the product launch off to a spectacular start. The music act really worked the enthusiastic audience and ensured a ‘full house’ on the ground floor and upper floor of the Mitteldom. The event attracted great crowds, especially young people, to the promotions area, with many staying on after the concert to familiarise themselves with Samsung products.