The challenge
Samsung builds some of the world’s most advanced smartphones, yet Apple still dominates the cultural conversation. When the Galaxy S25 Edge launched, an ultra-thin, ultra-premium, and priced above €1.200, the challenge wasn’t just to impress, but to connect with the hardest-to-reach crowd: design lovers and Apple loyalists.
Community insight
Nobody truly understands how thin 5.8mm is — until you feel it. That became our starting point: if we wanted people to believe in Samsung’s innovation, we had to make it tangible.
Our audience (design lovers and foodies) doesn’t connect through tech specs, but through aesthetic, sensory experiences. They live in communities that share beauty, taste, and design every day, often through their cameras.
So instead of telling people how thin the Galaxy S25 Edge is, we looked for a way to let them touch, sense, and share it. We didn’t talk about innovation. We turned a spec into a sensation.
The idea
We created a launch that truly blended technology with culture: an experience where innovation was not just seen, but served. The concept came to life through a fine-dining pop-up series that translated the sleek 5.8 mm design of the Galaxy S25 Edge into a full sensory world. Every detail - from a custom 5.8 mm table to ultra-thin plates and minimalist cutlery- mirrored the precision of the phone.
The Galaxy S25 Edge itself became part of the table setting, inviting guests to interact naturally: taking photos, chatting, testing the AI features and sharing the experience in real time.
Executed as a two-city cultural experience, the series started in Belgium, curated by chef Paul Delrez at Fondation CAB, a design-driven art space. It then expanded to the Netherlands, where Restaurant Europa and chef Rein brought the concept to Amsterdam’s creative community. Across both countries, we didn’t stage a launch — we built a shared experience inside the very communities where culture, taste, and technology meet.
The roll-out
We invited a select group of press, influencers and key community voices -only a few of whom were paid- carefully curated from design, fashion and lifestyle circles.
Each guest was encouraged to bring a (creator) friend, resulting in an authentic, style-forward guest list with minimal no-shows and nights charged with organic content creation.
These creators sparked the conversation online, inspiring consumers to book their own seats at the sold-out pop-up. Samsung Members and retail partners were also invited, turning the experience into a seamless bridge between brand storytelling, product discovery, and relationship building with Samsung’s most valued clients.
