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Samsung at Essence Music Festival


NVE and Samsung created an ownable trade show exhibit at the Essence Music Festival to better the user experience and showcase the technology’s capabilities.

A Modernized presence

NVE delivered a first-time presence for Samsung that cut through the noise of Essence Music Festival with a modern execution that called attention to the next generation of Samsung technology. We custom-fabricated a 360-degree stage and strategically positioned it on the floor’s most highly trafficked corner. Seven unique activations engaged and guests while educating them on the latest fleet of products. The hands-on Owner’s Hub offered troubleshooting assistance while The Gear VR activation allowed guests the see the powerful products through the advanced lens of the GS6.

Tech meets talent

The Samsung Galaxy crowd went wild for surprise performances by artists such as Trey Songz and Kelly Rowland, plus an exclusive visit from Mary J. Blige who chatted with Galaxy smartphone owners about her latest work. The experience brought over 60k guests and successfully achieved Samsung’s goal to develop compelling moments across all platforms, drive demand for Samsung’s suite of devices, and reward existing owners through memorable moments