Event Marketer Spring 2023 - 34

FIELD REPORT
Other than five large screens of varying
sizes positioned along the entrance's
exterior, attendees had to make their way
through a long queue to get in. Eight areas
awaited attendees: Everyday Sustainability,
Connecting with SmartThings, Home
Security, Family Care, Health and Wellness,
Entertainment, Smart Work and
SmartThings Ecosystem. Each section tied
into Samsung's theme of " Bringing Calm
to our Connected World " and showed
how connected products extend experiences
across key touchpoints in the car, at
home and at work.
A secondary theme to Samsung's
booth, Everyday Sustainability kicked off
the exhibit by spotlighting the brand's
eco-conscious initiatives, product features
for energy-saving and accessibility,
and Net Zero Home. A Calm Onboarding
station helped attendees learn how to pair
devices with the SmartThings app that
connects home appliances, and ambassadors
walked them through SmartThings
Home Monitoring's security features.
Moving out of the home, participants
could sit inside a connected vehicle and
test out Samsung's new Ready Care system,
which uses a machine learning algorithm
to gather and process data from the
car's sensors to measure driver drowsiness
and distraction, providing tailored
interventions to mitigate risks. (Partners:
MC2, build; NMR Events; Fine Design
Associates)
SIEMENS
Siemens Digital Industries Software,
which is celebrating 175 years, wove its
technologies into a collection of four
exhibit spaces that
together showcased
how its products drive sustainability and
innovation today and how they will in the
future. Its new tagline- " Dream it. Make
it. " -boldly accented the deep blue space,
and brand ambassadors sported blueand-white
track jackets with the phrase
emblazoned on the back.
Siemens' centerpiece was a circular
theater that featured Space Perspective, a
carbon-neutral luxury space flight experience
company on a mission to make space
travel accessible. Attendees stepped inside
for a simulated journey to outer space
through video that wrapped around the
theater's walls and floor. Next, the Nemo's
Garden exhibit used VR to plunge attendees
into the ocean to explore the startup's
underwater greenhouse. Through a
headset and handheld controllers, participants
could look around the sub-aqua
biosphere.
Touch screens and videos shared Siemens'
role in helping 80 Acres Farms'
vertical farming approach, while the
PAVE360 digital twin autonomous driving
experience let attendees take the wheel
to test their driving abilities against AI.
Like an arcade game, participants used
a steering wheel and pedals to navigate
their virtual car on the screen around
a simulated environment that included
stoplights, turns, traffic and pedestrians.
(Partner: Freeman)
SK GROUP
Telecom brand SK Group's black box
booth only featured the illuminated SK
logo on its exterior, encouraging attendees
to step into its opening " Futuremarks "
experience that showed attendees the
potential consequences of inaction on
climate change. Inside the dark space,
music and the sound of rushing water
played, matching the ocean waves simulated
on the floor, while a wall displayed
video images of well-known landmarks
like Big Ben, the Statue of Liberty and the
Eiffel Tower being overtaken by rising
sea levels.
Walking down the hallway toward
the main exhibit space, " SK, Around
Every Corner, " moving flourishes and
text graphics on the walls and ground
promoted SK's net zero journey and its
plans for sustainable action. The hallway
opened up into a bright open space composed
of several exhibits that combined
background screens with tangible props,
illustrating solutions related to plastic
recycling, clean electricity, AI technologies
and EV charging. Mirrors on the
ceiling created the illusion that the booth
space stretched taller than it did.
Attendees had the opportunity
to board a life-size urban air mobility
34
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Event Marketer Spring 2023

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