Samsung endorses Germany’s key event of contemporary art, the Art Berlin, in which art enthusiasts come together to enjoy the latest in contemporary art. To make an impact as a brand among exhibits from top-international talent, we decided to leverage one of the most immersive mediums: street art. Street Art by its nature interferes with the environment and engages with the audience in public places. Through mobile technology, we amplified these principles and extended the conceptual ideas of select artworks and installations by adding immersive, interactive AR-layers. Thus, changing the audience’s role from mere consumer to active participant.