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How Would You Like to Live in Samsung's 'Home Smart Home'?, 2 years, 12 months ago

Colenso BBDO builds house with rooms on hinges, pivoting walls and sliding doors

How Would You Like to Live in Samsung's 'Home Smart Home'?

For a market leader in innovation – how best to showcase Samsung’s collection of ground-breaking home appliances that by their nature create smarter, more progressive homes? Homes that stay one step ahead.

BBDO set out to build a house to echo Samsung's philosophy of unending innovation; observing the way people live, imagining how we are going to live and delivering inspired design. 

Samsung’s Home Smart Home would be a house designed to be ready for whatever was to come next; a house that could prepare itself for your next occasion.

Dan Wright, Creative Director at Colenso BBDO, explains, “Samsung are in the business of designing the future. So to showcase their innovative appliances, we asked ourselves what if our homes were as forward thinking? What if they could change in a heartbeat, to cater to how rapidly our lives change?” 

Designed and built in collaboration with some of New Zealand’s leading architects, designers and engineers, the house was constructed with rooms on hinges, pivoting walls and sliding doors so it could take on the user’s choice of a dozen different arrangements, all in the time it takes to grab a coffee. This flexibility ensured the perfect layout and highlighted the Samsung appliances required for any occasion. 

The house was installed waterside at Wynyard Quarter in downtown Auckland for three weeks. The public were invited to register online and through social media to hold their own private event where the house would be configured specifically to the occasion and their needs. From there the home was handed over to them so they could experience the latest and most advanced Samsung home appliances and live and breathe the brand’s design philosophy first hand in an utterly unique setting.

When the house wasn’t being used for private events it was open to the public for ‘open homes’ enabling thousands of visitors to see just how the future is shaping up for design, appliances and lifestyle experiences. Over two weeks more than over 2,000 people have marvelled at the clever thinking represented by the Samsung Home Smart Home and more than 300 Kiwis applied to hold a private event. They would go on to share their experience with thousands more through their own social networks.

The Samsung Home Smart Home has grabbed mass attention with broadcast, print and online coverage “The project truly represents the convergence of design thinking and design practice & Samsung constantly strives to rethink the best way to enhance our work and play – the Home Smart Home has brought this to life in an emphatic way” says Mike Cornwell, Marketing Director.


Advertiser: Samsung New Zealand

Creative Agency

Account Manager: Victoria Graves, James Cummins

Chief Creative Officer: Nick Worthington

Creative Director: Dan Wright

Production Company

Production Company: Flying Fish

Category: It, phones, Av and computers , Network

Genre: Experiential