Samsung Living Atelier Samsung Home Appliances

Seeking a way to demonstrate the premium appeal of its appliances while allowing media to see, touch – even taste – the very best of its 2014 home appliance line, Samsung engaged Current to create a five-day interactive launch event in the heart of NYC’s Meatpacking District. Featuring a fully functional kitchen and laundry showroom, “Samsung Living Atelier” became a hands-on showroom unlike any other with cooking events, pampering (to demonstrate time-savings offered by its latest laundry pair) and more. The launch event drew 133 media – the largest for any  Samsung Household appliance launch – and earned 1,555  news placements totaling 778M impressions.