To launch the new SAMSUNG Gear S2 in Germany, we were tasked to create an event that both reflected the product’s features and made its functions come alive. Inspired by the Gear S2’s circular design and intuitive handling, we rebuilt the smartwatch in a way visitors could literally jump right into it: in the form of a booth that allowed keynote and exhibition to blend seamlessly into each other. For the first time, visitors were able to experience and explore a smartwatch as a real, tangible world instead of just another technical gadget on their arm.